Research On Internationalization Strategy Of H Medical Foreign Trade Company

The pharmaceutical industry is one of the earliest industries to open to the outside world in China.Transnational corporations enter the Chinese market through international cooperation or joint venture,which not only intensifies domestic market competition,but also provides development opportunities for Chinese pharmaceutical enterprises to participate in the international drug industry chain and international market competition.Large domestic pharmaceutical enterprises have started the process of internationalization of the market and achieved good results.Based on the background of internationalization of the pharmaceutical industry,this paper takes H pharmaceutical foreign trade company as an example to study how pharmaceutical companies can better go to the international market and participate in international competition in the process of internationalization development.Thesis on the basis of carding the research status at home and abroad,using literature research,case analysis,situational analysis and other analysis methods,competitive advantage theory,core competence theory,product life cycle theory,imperfect competition and economies of scale theory as the theoretical foundations of the research papers,for H pharmaceutical company internationalization development internal and external environment of foreign trade,the problem such as SWOT analysis and strategic choice.Firstly,the paper analyzes the external environment for the development of H pharmaceutical foreign trade company.In terms of the macro environment,the political environment faced by H pharmaceutical foreign trade company is reflected in the comprehensive implementation of generic drug consistency evaluation,the increasingly stringent environmental supervision situation of pharmaceutical enterprises,the adjustment of the evaluation system of imported drugs and the favorable policies of innovative drug research and development.Its economic environment is reflected in the national pharmaceutical industry to maintain sustainable and stable development and substantial profits;The social environment is reflected in the local government’s support for industrial policies.Its technological environment is reflected in the steady increase of innovation input in the pharmaceutical industry and the continuous improvement of research and development intensity.In terms of industrial environment,the development of H pharmaceutical foreign trade company mainly faces the threat of potential competitors,strong competition from Indian enterprises and three major pharmaceutical groups,bargaining power of buyers and suppliers and other aspects.Secondly,the internal environment analysis of the development of H pharmaceutical foreign trade company.H pharmaceutical foreign trade company is a well-known pharmaceutical enterprise in the local,with strong overall strength,established an integrated pharmaceutical base,and good resources and international development ability.In terms of company resources,the company has about 9,500 employees,accounting for more than 40% with a bachelor’s degree and more than 30% with technical talents.From the company’s balance sheet and corporate income statement,H pharmaceutical foreign trade company’s overall financial situation is good,need to rationalize marketing costs;From the company’s material resources,the company has a high proportion of fixed assets,and construction projects under construction are increasing year by year,accounting for more than 56% of the total.In terms of the company’s ability,it has the r&d ability of biological medicine,innovative medicine and generic prescription.The overall production capacity of the company is strong,and the production capacity of each base is considerable;The company’s ability in marketing needs to be improved.Thirdly,SWOT analysis of H pharmaceutical foreign trade company’s international development.H pharmaceutical foreign trade company’s international development advantages are reflected in its brand awareness,technical research and development team,production and management capabilities;The disadvantages of internationalization are product line reduction,low r&d efficiency and lack of international experience.Opportunities for international development are reflected in the continuous development of brand generic drug market,strengthened division of labor and cooperation in pharmaceutical industry,development opportunities provided by consistent evaluation,and development opportunities created by WHO pre-certification.The threat of international development is mainly reflected in the increasingly strict supervision of international certification,the large market risk of API,and the stricter international and domestic environmental protection standards.According to the SWOT analysis results,determine the matrix of the company’s internationalization development and the strategies that can be implemented.Finally,based on the SWOT analysis results of H pharmaceutical foreign trade company and the actual situation of the development of the pharmaceutical company,the strategic choice in line with the development of H pharmaceutical foreign trade company is formulated.Determine the development strategy framework of H pharmaceutical foreign trade company as "one principle,three mechanisms,five innovations,five advantages and five upgrades";To determine the international strategic choice of the multinational strategy as the main strategy and the globalization strategy as the auxiliary strategy,and adopt the way of product export and establishing strategic alliance to enter the international market;On the basis of comprehensive analysis,to determine H pharmaceutical company internationalization development of foreign trade strategy,including improve the level of international certification,accelerate the process of new drug research and development,set up international marketing system,the implementation of international risk management,the construction of international talent team five aspects ofstrategy,aimed at improving H pharmaceutical company foreign trade competitiveness,promote the internationalization of the company.