上海交大昂立国际市场拓展战略的研究

上海交通大学硕士学位论文上海交大昂立国际市场拓展战略的研究姓名：袁时民申请学位级别：硕士专业：工商管理（MBA）指导教师：陈宏民2003.1.1221WTOPESTSWOT2-33-55-810,,’ABSTRACTThe21stcenturyisthegoldenagefortheoveralldevelopmentofhealthfoodproducts.TobeabletowithstandthecompetitioninternationallyistheserioustestChina’shealthfoodproductsisencountering.Tofacethisnewchallenge,weneedtostrategicallyequipourselveswithhighstandardofinternationalmanagementskills.ShanghaiJiaoDaOnllyCoLtdhasbeeninvolvedintheproductionandmarketingofhealthcareproducts.Overtheyearsithasevolvedtobetheleaderinhealthcareproducts.Inthecountry,thestrengthofitinChinaformsthefoundationforopeninguptheinternationalmarket.WiththeentryofChinaintoWTO,ShanghaiJiaoDaOnllyCoLtdwantstobuildupitsbrandnameworldwide,toengageinmarketingofitsproductsglobally,makinguseofitsculturallyadvantageousnaturalherbalhealthcareproductsbreaknewground.Inthecomingcompetitionwearedeterminedtobecomeacompetitiveinternationalenterprise,developthehealthcareindustryformankind,raisethestandardofpeople’shealth,createwealthandvalueforsociety.Theachievetheabove,ShanghaiJiaoDaOnllyCoLtdneedtoenthusiasticallyopenupitsinternationalmarket.Thisisthebackgroundforthisarticle,toanalysesoveralltheinternalandexternalenvironmentforourproductsenteringtheinternationalmarket.TheaimistoexamineandaffirmthestrategythatissuitableforShanghaiJiaoDaOnllyCoLtd’sproductsintheinternationalmarket.Inouranalysisofexternalenvironment,fortheinternationalmarketnamelyAmerica,EuropeandS.E.AsiaweseparatelyanalysesitsPESTsituationanditsrelatedhealthcareproductmarketanditsSWTOtofindoutthecauseShanghaiJiaoDaOnllyCoLtd’spresentpositionintheinternationalmarketenvironmentandhealthcareproductsmarket’senvironment.Foranalysisoninternalenvironment,theemphasisisinShanghaiJiaoDaOnllyCoLtd’sstrengthonresearchandcreativity,itsstrengthonmarketingmanagementanditsqualitycontrolonproduction.Affirmsitsentireinternalcompetitivenessisofleadinginternationallevelandmeetstherequirementsofinternationalstandardandregulations.Itiscompletelyequippedwiththepre-requisitestocompeteintheinternationalmarketandthestrengthtobackup.Onthisbasis,ShanghaiJiaoDaOnllyCoLtdformeditsstrategictargetinthedevelopmentofitsinternationalmarket,serializesitslocalproducts,variesitsproductsandregularizesthemarkettograduallysetupresearchcenter,productionbase,marketingnetwork.Within2to3yearstheCompanywillconcentrateonJapan,S.E.Asia,EuropeandAmericainsearchofsuitabledistributorstocreateaninternationalmarketingnetwork.Within3to5years,throughjoint-ventureorotherwise,tosetupproductionbasesinS.E.Asiatobuildupitsmarketingsizeandonthisfoundation,within5to8yearstheCompanywillsetupresearch,productionandmarketingcompanies,establishingabasefortheCompany’sinternational-station.Intenyears’timetobecomeaninternationalorganization.Combinedwiththecompany’ssituation,withthechangeoftimeandtarget,ShanghaiJiaoDaOnllyCoLtdhasdrawnoutafewstrategicplans,namelyleadincoststrategy,differencesstrategyandinternationalmarketing.Finallytodesignacompletestrategyfortheinternationalizationinthethreeareasi.e.itsproducts,itsbrandnameandmarketing,enablingthecompanytocompeteintheinternationalmarket.ThoroughexaminationandresearchhasbeendonetoderiveatthestrategywhichhighlyemphasisonShanghaiJiaoDaOnllyCoLtd’sinternationalmarketingenvironmentandinternalenvironment.Thedifferenttypesofstrategiesandmarketingstyleshavebeenderivedafteranalysisfromdifferentangles.KEYWORDS:OnllyCo.,healthcarefood,internationalmarket,strategyMBA121WTOWTOMBA22-33-55-810MBA3PESTSWOTMBA4FDAFDACAC5%500WTO1.2001122820MBA4FDAFDACAC5%500WTO1.2001122820MBA5200027FDA/2.303.199512-199611199862920009984.WTOMBA65.FDAFDACAC*lFDAaFDAbFDAFDAcFDAdNDCOTCFDANDCeNDA238NDAMBA720012001101020013614%2001GDP801.GDPGDP3020906020012520011228000402.20011306%3.2001091990“”“911”30GDPGDP15GDP199510%2515GDPGDP130GDP6603200119982000MBA8402560200120011129“911”53340827152223174.2001“”200173681492122WTO2001“”1998WTO2005WTO2000392005632001“9.11”12220025WTO200220012002757WTOWTOMBA9WTO5.5%5001611/3723000200015317%591513116240%30%20%10%3027022365535199819995010020002001202519973241998204016301500MBA10355560304035-60(LivingLong,LivingWell)VB121MBA1119941128019801001992300030002001/103809082(Melatonin)6883%3a)?,,,MBA12b),()200077c),,,,,,,,,,,,,,MBA132-1504001307015%-30%12%-16%13%-17%1%70%29%10%20%70%120135MBA142WTOWTOWTOWTO2000200425302004104151128703208503012100015003MBA15CE102-2FDAFDAMBA161WTO16010%199410.770%MBA17GMPGMPGMPGMP2llllll1-23-41.80407%15%2.401305MBA18WTO124130570.1.263MBA19WTO12.519996511123.60004llMBA201.1995199631519961111592.CAC1.20041957%9%200468FDA17%25%20041151996200020045%6%200412MBA212.OTC1.4%60%30%10%“”MBA221256%Simmons199856%1.082199342.5%36.1%2/312.9%1/4237.3%13%2-319941998%199442.550.05199856.088.803.Simmons45651010MBA232-465+45-6465+//10+3.5-4.5,6.0-6.516.06.53.54.54.a.200032832921845452.5MBA24lll112b.5.a.1998ClestialSeasonings45%ChainDrugReview(199882)85%b.LeinerBoulderNatrix30%6.a.MBA25b.2000530743%57%25-6413248.6%11.4%8.3%7.6%5.3%2.51a.b.21c.MBA26(1)(2)(3)(4)(5)DHADHA()DHADHA(6)(7)(8)(9)MBA27(10)MBA286GMPISO9