论文 东阿阿胶

大连民族学院本科毕业论文东阿阿胶国际化发展状况分析

学院（系）：国际商学院

专业：国际经济与贸易

***名：**

学号：********

***师：***

评阅教师：

完成日期：2011年6月8日

大连民族学院

摘要

山东东阿阿胶股份有限公司前身为山东东阿阿胶厂，1952年建厂，1993年由国有企业改制为股份制企业，系国内最大的阿胶及系列产品生产企业。近年来，为了打开和扩大日韩欧美等海外市场，东阿阿胶股份有限公司正在努力实现自身的国际化战略目标。本文首先对东阿阿胶的发展历史进行了概述，进而分析了东阿阿胶的产品特点及其核心优势。接着介绍了近些年东阿阿胶国际化发展的实践经验及其在开拓国际市场中的产品创新和技术创新。最后提出了东阿阿胶国际化发展对策建议，如打响东阿阿胶品牌在国际上的知名度,尝试全新销售模式以及产品创新如阿胶化妆品等,使东阿阿胶通过开拓国际特别是欧美市场以扩大企业规模，把东阿阿胶品牌及中国中药文化推向世界。

关键字：东阿阿胶；国际化发展；核心优势；产品创新；技术创新

Abstract

Shandong DongA Donkey-hide Gelatine Company Limited was established in 1993 and was the predecessor for Shandong Donkey-hide Gelatine Factory. In 1952, it changed from a state-owned enterprise into a limited company and now it is the largest domestic donkey-hide gelatine and series products manufacturing enterprise. In recent years, in order to open and expand overseas markets, include Japan, South Korea, Europe, and American, Shandong DongA Donkey-hide Gelatine Co., Ltd is on the way to be an international company and to achieve its own strategic goals. In this paper, the first part is the development history of Shandong DongA donkey-hide gelatine Co., Ltd and then analyzes the products characteristics and its core advantages. In the second part it introduces the company’s practical experiences in developing international market and the product innovation and technological innovation. And finally the paper puts forward some countermeasures and suggestions pertaining to the internationalization development of DongA , such as to make DongA as a well-known brand in the international market, to explore new sales model and product innovation in DongA donkey-hide gelatine cosmetics and other new product. The company may make efforts to develop international market, especially the European and American market, to expand the scale of the enterprise, and to distribute Shandong DongA Donkey-hide Gelatine brands and Chinese medicine culture to the world.

Keywords: DongA donkey-hide gelatine; Internationalization development; Core advantages; Product innovation; Technology innovation

目录

摘要 (Ⅰ)

Abstract (Ⅱ)

1 山东东阿阿胶股份有限公司概述 (1)

1.1 公司规模 (1)

1.2 业务构成 (1)

1.3 核心优势 (2)

1.3.1文化底蕴源远 (2)

1.3.2垄断性水资源 (3)

1.3.3核心技术优势 (3)

1.3.4驴皮资源掌控 (3)

2 东阿阿胶国际化发展的实践 (3)

2.1在日韩市场的成功经验 (4)

2.2在欧美市场的经验教训 (4)

2.3国际化发展战略的实施 (5)

2.3.1 从低效作坊式生产转向现代化生产 (5)

2.3.2 从单一补血产品转向阿胶系列产品 (5)

2.3.3 从阿胶制品转向生物药品和保健品 (5)

3 东阿阿胶国际化发展环境分析 (6)

3.1 政治环境：乘东风 (6)

3.2 经济环境：助发展 (6)

3.3 文化环境：重宣传 (6)

3.4 竞争环境：促创新 (7)

4 东阿阿胶国际化发展的优势和挑战 (7)

4.1 优势分析 (7)

4.1.1 产品质量优势 (8)

4.1.2 企业创新优势 (8)

4.1.3 经济实力雄厚 (9)

4.1.4 品牌文化深厚 (9)

4.1.5 海外市场广阔 (9)

4.2 面临的挑战 (9)

4.2.1 苛刻的欧美市场准入条件 (10)

4.2.2 强大的日韩药企竞争对手 (10)

4.2.3 驴皮原料短缺带来的压力 (10)

4.2.4 欧美市场对中药认同感低 (11)

5 促进东阿阿胶国际化发展的对策建议 (11)

5.1 以创新立高端品牌 (13)

5.2 由补血向滋补转型 (13)

5.3 制定驴肉分割标准 (13)

5.4 品牌文化营销战略 (13)