.....................................................................................................................................................I ABSTRACT........................................................................................................................................II 第1章绪论........................................................................................................................................1 1.1研究背景...............................................................................................................................1 1.2研究目的和意义...................................................................................................................2 1.2.1研究的主要目的........................................................................................................2 1.2.2研究意义....................................................................................................................3 1.3研究思路与方法...................................................................................................................4 1.3.1研究思路....................................................................................................................4 1.3.2研究方法....................................................................................................................7 1.4本文的创新点与不足...........................................................................................................7 1.4.1创新点........................................................................................................................7 1.4.2不足之处....................................................................................................................8 第2章国内外研究现状与理论基础................................................................................................9 2.1国内外研究现状...................................................................................................................9 2.1.1国外研究现状............................................................................................................9 2.1.2国内研究现状..........................................................................................................10 2.1.3文献述评..................................................................................................................11 2.2理论基础.............................................................................................................................12 2.2.1竞争优势理论..........................................................................................................12 2.2.2国际贸易理论..........................................................................................................12 2.2.3产业集群理论..........................................................................................................12 2.2.44P营销理论...........................................................................................................13 第3章原料药产业概述及RY制药有限公司原料药出口业务简介...........................................15 3.1原料药产业概述.................................................................................................................15 3.1.1原料药介绍..............................................................................................................15 山东师范大学硕士学位论文 3.1.2我国原料药生产企业现状......................................................................................16 3.2原料药出口情况分析.........................................................................................................17 3.2.1原料药国际市场规模..............................................................................................17 3.2.2我国原料药企业出口情况分析..............................................................................20 3.2.3我国原料药主要出口市场及出口产品结构..........................................................22 3.2.4国际原料药市场展望..............................................................................................24 3.3RY制药有限公司及其原料药出口业务简介....................................................................24 3.3.1RY制药有限公司简介.............................................................................................24 3.3.2RY制药有限公司营销系统简介.............................................................................25 3.3.3RY制药有限公司原料药出口情况简介.................................................................26 3.3.4RY制药有限公司原料药出口市场环境区域情况分析.........................................27 第4章RY制药有限公司原料药海外营销分析............................................................................31 4.1RY制药有限公司原料药海外营销4P分析.....................................................................31 4.1.1产品分析..................................................................................................................31 4.1.2价格分析..................................................................................................................31 4.1.3渠道分析..................................................................................................................33 4.1.4促销分析..................................................................................................................33 4.2RY制药有限公司原料药海外营销SWOT分析..............................................................34 4.2.1优势分析（S）........................................................................................................35 4.2.2劣势分析（W）......................................................................................................36 4.2.3机会分析（O）.......................................................................................................38 4.2.4威胁分析（T）........................................................................................................38 第5章RY制药有限公司原料药海外营销存在的问题................................................................42 5.1产品附加值及质量达标率低.............................................................................................42 5.2新品种的开发力度不足.....................................................................................................43 5.3产品成本偏高且包装混乱.................................................................................................44 5.4市场开发能力欠缺.............................................................................................................44 5.5认证意识和合作理念薄弱.................................................................................................45 山东师范大学硕士学位论文 5.6报价不规范.........................................................................................................................46 第6章RY制药有限公司原料药海外营销提升策略....................................................................48 6.1提高产品附加值及质量达标率.........................................................................................48 6.1.1丰富产品品种..........................................................................................................48 6.1.2提升原料药产品品质..............................................................................................48 6.2加大新品种的创新能力.....................................................................................................49 6.2.1提高原料药的研发能力..........................................................................................49 6.2.2新品种的开发要适应市场需求..............................................................................50 6.3降低生产成本并规范产品包装.........................................................................................50 6.3.1降低生产成本.......................................................................................................