【作者】 王毅；

【导师】 丁一兵；

【作者基本信息】 吉林大学 ， 国际商务（专业学位）， 2015， 硕士

【摘要】 医药行业是一类科技含量高、制作工艺繁琐，利润大、风险高的行业。在全球经济、科技高度发达的今天，对于医药行业的重视程度越来越高，医药行业已然成为当今世界最具研究价值的行业之一。医药行业在吉林省有着悠久的发展史，并且作为吉林省传统的优势项目，一直得到政府和社会的高度重视和大力支持。目前吉林省政府主持的国家级重点项目“长吉图一体化发展战略”中将长吉图区域内医药健康产业的发展作为首批发展项目之一，借助这个战略导向以及政府扶持，吉林省的医药行业将进入大发展、大繁荣阶段。然而，吉林省医药行业现在的发展速度已经明显落后于世界平均水平，存在“吃老本”的现象。江苏、山东等一些起步晚、后劲足的地区医药行业已经具备向吉林省医药看齐甚至超越的能力。本文对吉林省医药行业发展情况的分析、探究，就是希望找到吉林省医药行业发展的优势与障碍，全面了解当前的发展状况。并向医药行业发展良好的地区或企业借鉴经验，在对比中寻找差距，弥补不足。医药需求市场前景广阔，药品购买不再局限于治病药物，消费者对于“治未病”保健品的追求热情越发高涨。吉林省的医药企业正在面对一个前所未有的贸易市场，向国内其他省份以及国外地区的销售将成为医药企业经营利润中的又一大亮点。国内外消费者对吉林省中草药十分感兴趣，医药流通企业对吉林省生物医药发展前景信心十足，这给吉林省医药对外贸易发展建立起良好基础。但是，外部市场中存在政策障碍、消费习惯等多种难以预测的风险，加之外部市场中的其他医药企业对于当地的熟悉程度远远高于我们，增加了吉林省医药企业在对外贸易中的竞争难度。本文希望通过对外部市场的全面分析，找出各种现存风险和预期面临的问题，最后提出解决办法，帮助吉林省医药企业在“知己知彼”的情况下参与贸易竞争并取得成功。笔者在翻阅资料、文献时发现，对于吉林省医药行业的发展提出建议、总结战略的作者不多，或是大家只将医药发展和对外贸易分开来研究。不过笔者认为，对于某区域某一行业对外贸易的研究应该建立在全面熟悉掌握本行业自身发展优缺点的基础上进行，两者不能分开来看。因此，本文力求对两方面的发展共同给出建议，提出总体战略。同时，对于外部市场的详细叙述与分析是本文的一个坚实依据。贸易的基础是需求，没有需求就没有市场；不了解需求方向，就没有针对性的供应。只有准确把握市场需求方向才能为竞争战略的提出铺垫强有力的论据。此外，本文着重研究的另一方面是新兴医药产业--医药电商、药妆、“大健康”产业等，对于这几类新兴医药产业的研究能够帮助吉林省医药企业走在时代发展的前列，并快速、准确占领新兴消费市场。更多还原

【Abstract】 The pharmaceutical industry is a kind of high technology content and complexprocess, it has juicy margins and high risk. Global technology and economy is sohighly developing now that more and more attention are paid to the pharmaceuticalindustry, and it has became one of the world’s most valuable industry. Thepharmaceutical industry in Jilin Province has a long history of development, it hasbeen regarded as the traditional advantage project of Jilin Province, and attachedgreat attention and support of the government. The regional medical health industry isone of the first projects of “The development strategy of Chang Ji Tu” hosted by thegovernment, with the help of this strategic orientation, the industry in Jilin Provincewill enter the boom era.However, the speed of the development of pharmaceutical industry in JilinProvince is far behind the average level of the world, there exists the phenomenon of"rest on our laurels". The pharmaceutical industry in some areas like Jiangsu andShandong, has the ability of keeping pace with or even surpassing Jilin’spharmaceutical industry, although the industry in these regions start later than it inJilin. The analysis on development of Jilin medicine industry in this paper is aim atfinding advantages and obstacles of the industry, and making a comprehensiveunderstanding of the current state. Then learn from the models and look for gaps incontrast, eventually make up the shortage.The market of medical needs is expansive with consumers’ needs for not onlydrugs for treatment, but also health products which can reach the goals for”preventive treatment of disease” are expanding. Pharmaceutical enterprises in JilinProvince are facing to an unprecedented demand market, and sales to otherconsumers in external regions will be a new bright spot in the pharmaceuticalbusiness profits. Domestic and foreign consumers welcome the Chinese herbal medicine in Jilin very much, in addition, the medical circulation enterprises feelconfident with the development of biological medicine companies in Jilin Province,which establish a good foundation for the pharmaceutical foreign trade of companiesin Jilin. However, the risks make a difficulty for us, such as policy barriers in externalareas, consumption habits of the people and the companies’ familiarity with the localcustoms. This paper hopes to provide suggestions and help enterprises to take part intrade competition successfully through the comprehensive analysis of the demandmarket and the existing risks.During browsing the datum and the literature, I found that there were few writershave offered proposals and strategic suggestions to the development of companies’trade in Jilin Province or combined ego development with the external trade. But theauthor thinks that researching on the external trade of medical industry cannot do wellunless studying both the ego development of pharmaceutical industry and itsadvantages and disadvantages of trade. Therefore, this paper strives to giving adviceon both aspects of the common development. Meanwhile, the depiction and analysisof the external market is a solid basis of this paper. We all know that the trade is basedon demand, we cannot supply exactly if we do not understand the direction ofdemand. What is more, we can only put forward an argument on the basis of graspingthe trend of demand. Besides, another important research is study on few emergingindustries, such as medical electricity, cosmaceuticals, and "healthy" industry. Studyon the several kinds of new pharmaceutical industry can help the pharmaceuticalenterprises in Jilin go ahead of the era and occupy the market quickly and accurately.更多还原