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  • 저자

    徐炳敏

  • 학위수여기관

    韓國外國語大學校 大學院

  • 학위구분

    국내박사

  • 학과

    경영학과

  • 지도교수

    이명호

  • 발행년도

    2014

  • 총페이지

    181 p

  • 키워드

    MENA Middle East GCC UAE Marketing Mix STP TSI Pharmaceutical Market Halal;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13538858&outLink=K  

  • 초록

    An Export Management Strategy of Korean Pharmaceutical Industry in the Middle East: Focusing on the UAE Market The pharmaceutical industry is a precision chemical industry that produces products directly related to life and health of human. Thus, it is extremely important to develop and use excellent medicines for the national health. And, the pharmaceutical industry is a representative value added industry having been regarded as a new growth engine for the Korean economy with great importance of national economy. Recently, due to the aging society, the life expectance and awareness of health have been changed, and chronic diseases have been increased due to the change of dietary life and natural environment. Therefore the need for medicine is expected to increase steadily. Despite more than 100 years of history of the Korean pharmaceutical industry, the size of enterprise and market share have been very poor. And, the domestic pharmaceutical industry is in crisis due to the drug pricing reduction policy in 2006 and Korea - US FTA in 2012. In addition, while total production of domestic pharmaceutical industry is 16 trillion and 190 billion won as of 2013, more than 700 pharmaceutical companies are in the severe competition. This total production amount is 3.99% out of GDP in the domestic manufacturing industry which showed the reduction of the share in the domestic economy. And, it shows there is a limit in the domestic growth. Meanwhile, GCC(Gulf Cooperation Council) is a place that has relative political stability and investment stability in the midst of global economy recession. In particular, despite the political unstableness in various areas in the Middle East, the UAE could keep economic growth thanks to political stability, modernized urban development by means of environmental regulation, activation of Public Private Partnerships (PPP) and other planned growth efforts. This shows a possibility for the UAE to be the best place for the global level of medical industry. In fact, Shaikh Mohammad Bin Rashid Al-Maktoum, the ruler of Dubai announced the Dubai Health Authority's Strategy for 2013-2025. It contains a plan to develop Dubai as the home for global medical industry and to make it the destination of the medical tourism. Accordingly, this study aimed to examine the strategy of trade in the UAE market for the Korean pharmaceutical industry by expanding the market share of the pharmaceutical market, and by securing competitive advantage over the multinational enterprises in the UAE market as a means of the management strategy of the Korean pharmaceutical industry. In this study, theoretical investigation on the preceding researches, analysis of statistical data and in-depth interview to the domestic pharmaceutical companies were carried out. Based on such research examination, the study assessed the competitiveness of our industry and performed SWOT analysis based on the economic environment of the UAE. It was followed by the international marketing strategy to enter the overseas market of the exporting companies with strategic implications. As a result of the study, the marketing mix strategies are as follows. Firstly, the product strategy needs to demonstrate the image of Korea. Packaging and trademark must reflect Arab-Islamic cultural elements. In particular, it is required to review the raw material selection in preparation for the Halal certification of medicines. As for series of products, it needs to focus on generic drugs and bio-similar and it also needs to export not only finished products but also license technology. Secondly, as for pricing strategy, it needs to apply price suitability by level according to the demands of medicine series. In particular, it is necessary to set differentiated price strategy by analyzing the economic power differences and consumption tendency of domestic and foreign public. Thirdly, as for distribution strategy, it needs to utilize multinational import companies in the UAE in the short-term and to review direct investment in the long-term. Fourthly, as for PR strategy, as it is hard to make media advertisement in the UAE, it needs to utilize human networking of the importers. In particular, it is necessary to reinforce marketing activities to hospitals and pharmacies. The successful entry to the UAE pharmaceutical market by the domestic pharmaceutical industry will play a role in the bridgehead for the entry to Saudi Arabia, the largest pharmaceutical market in the Middle East and Turkey and Jordan, the largest markets of the MENA area. Furthermore, it will promote globalization and management innovation of the domestic pharmaceutical industry.


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