厦门鹭燕制药公司中药饮片市场进入策略分析.doc

S03E025065施毅 Jg门蜜燕制药公司中药饮片ill场进入策略分析 S03E025065施毅 Jg门蜜燕制药公司中药饮片ill场进入策略分析 Y 770268 学 S03E02S0ti5   硕士学位论文 中药故片申场进入策略分析 商级管理人员工商管理 施毅 厦门奪燕制药有限公司 務品亮 2004^11 月 29 日 系 （所) 专 业 姓 名 工作单位 指导教师 完成日期 勿全文公布进行分析，根据各细分市场中消费者的特征及消费习惯，结合本企业的市场进入能力， 确定目标市场和市场定位，在此基础上制定了详细的市场营销组合策略，并根据企业 可持续发展这一基本思路对如何培养企业核心竞争力和资源整合做出了一定探索。 关键字：中药饮片可行性市场进入障碍市场进入策略Abstract The key object of the paper is to study how a new productive enterprise enters the market of Chinese herb slices. By using of market entry theorem and the study approach of competition strategy and marketing, the paper investigates the competitive circumstance of the Chinese herb slices industry and behavior patterns of each customer colony in the industry. After understanding the characteristics of Chinese herb slices as a whole, the paper draws out the tactics of RD’ manufacture and marketing of Xiamen Luyan pharmaceutical Co.ltd, which will help the company to occupy the market rapidly. Xiamen Luyan pharmaceutical Co.ltd, which will put into production in Januaiy of 2005，is a modem Chinese herb slices productive enterprise in Xiamen, Fujian province. These days, the mode of manufacture and trade has not changed actually, although Chinese herb slices have been included in the scope of drug management by State Food and Drug Administration. There are many quality and management questions in traditional hand-workshops and bazaars trade styles of Chinese medicinal materials and Chinese herb slices. In the selective examination of 2003 by State Food and Drug Administration, 31 percent of Chinese medicinal materials and Chinese herb slices in the market are not checked out. The number of some brand is high to 80%. The low threshold of the industry induces high competition. Therefore, this paper is expected to give a few strategic assists to operation of initial stages. Synchronously, it is also hoped that the outcomes of the article are useful for understanding Chinese herb slices market The first part of the paper i