随着“一带一路”倡议的深入推进，沿线国家对医药保健品的市场 需求增加，产品出口贸易的发展前景广阔，企业纷纷开始国际化发展。 与此同时，国外企业通过国际合作或合资形式进入我国市场，一方面加 剧了国内市场竞争，另一方面为国内企业国际化发展提供了机遇。在此 背景下，如何制定长远有效的国际化战略，提升国际竞争力，提高国际 市场占有率，是我国中小型医药保健品企业国际化的当务之急。 本文以HZ公司为研究对象，运用企业国际化、国际化战略等相关理 论，以及文献分析、问卷调查等研究方法，对“一带一路”背景下公司 国际化战略深入研究。首先本文阐述了HZ公司发展现状，通过问卷调查 了解公司国际化战略情况，发现公司国际化经营中存在国际化战略模式 单一、人才缺乏、研发和营销能力不足等问题。剖析问题原因得出，原 有的产品出口战略不能适应不断变化的外部环境。分析HZ公司的内外部 环境，结合SWOT矩阵分析法，得出扭转型+增长型战略适宜作为公司国 际化总体战略。在此基础上，明确了HZ公司国际化战略目标和发展思路 ，对“一带一路”沿线市场的分析得出，不同的国际化阶段适合选择不 同的市场。结合国际化风险分析，确定了HZ公司国际化战略，主要包括 ：人才引进战略、联盟合作战略、市场开拓战略和产品创新战略。最后， 通过建立联盟合作、加快人才培养、加大研发投入、完善营销策略、化 解国际化风险等措施推动公司国际化战略的实施，并从组织、人才、资 金、产品等方面为战略的顺利实施提供保障。 本文研究表明，在“一带一路”背景下，医药保健品市场竞争激烈， 面对国际竞争环境的复杂和开放性，中小型医药保健品企业只有抓住“ 一带一路”带来的机遇，结合自身优势，制定切实可行的国际化战略规 划，不断提升国际竞争力，才能真正实现企业国际化，并取得预期经济 效益。本文理论密切联系实际，对HZ公司国际化具有较强指导意义，也 为其他中小型医药保健品企业提供参考。 关键词：“一带一路”；医药保健品；国际化战略；中小企业 昆明理工大学硕士学位论文 “一带一路”背景下HZ公司国际化战略研究 VI Abstract With the in-depth advancement of the “Belt and Road” initiative, the market demand for medicines and health products in the countries along the route has increased, and the prospects for the development of product export trade have been broad. A t the same time, foreign companies enter the Chinese market th rough international cooperation or joint ventures, on the one hand, they have intensified competition in the domestic market , and on the other hand, they have provided opportunities for the international development of domestic companies. Under thi s background, how to formulate a long-term and effective inter nationalization strategy, enhance international competitivenes s, and increase the international market share is the top prio rity for the internationalization of small and medium-sized ph armaceutical and health care products companies in China. This article takes HZ Company as the research object, and uses the relevant theories such as corporate internationalizat ion and internationalization strategy, as well as literature a nalysis, questionnaire survey and other research methods to co nduct in-depth research on the company's internationalization strategy in the context of the "Belt and Road". First of all, this article describes the development status of HZ company. T hrough questionnaire survey to understand the company's intern ationalization strategy, it is found that the company's intern ationalization operation has a single internationalization str ategy mode, lack of talents, insufficient research and develop ment and marketing capabilities, etc. Some product export stra tegies cannot adapt to the changing external environment. Anal yze the internal and external environment of HZ company, combi ned with the SWOT matrix analysis method, and conclude that th e torsion + growth strategy is suitable as the company's overa ll international strategy. On this basis, the internationaliza 昆明理工大学硕士学位论文 “一带一路”背景下HZ公司国际化战略研究 VII tion strategic goals and development ideas of HZ Company are c larified. Analysis of the markets along the “Belt and Road” shows that different internationalization stages are suitable for choosing different markets. Combined with internationaliza tion risk analysis, the internationalization strategy of HZ Co mpany was determined, which mainly included: talent introducti on strategy, alliance cooperation strategy, market development strategy and product innovation strategy. Finally, promote the implementation of the company's internationalization strategy by establishing alliances and cooperation, accelerating person nel training, increasing R & D investment, improving marketing strategies, and mitigating internationalization risks, and imp lementing the strategy from the aspects of organization, talen ts, funds, and products. provide assurance. The research in this paper shows that under the background of the “Belt and Road”, the market for pharmaceutical and he althcare products is fiercely competitive. Faced with the comp lexity and openness of the international competitive environme nt, small and medium-sized pharmaceutical and healthcare produ cts companies can only seize the opportunities brought about b y the “Belt and Road” and integrate Advantages, formulating a practical international strategic plan, and continuously imp roving international competitiveness, can truly achieve the in ternationalization of enterprises, and achieve the expected ec onomic benefits. The theory of this paper is closely connected with the reality, which has a strong guiding significance for the internationalization of HZ company, and also provides a re ference for other small and medium-sized medical and health ca re products companies. Key words：“Belt and Road”；Medicines and health products； Internationalization strategy；Small and medium-sized enterprises 昆明理工大学硕士学位论文 “一带一路”背景下HZ公司国际化战略研究 VIII 目录 摘要 ..................................................... II Abstract .................................................... VI 第一章 绪论 ................................................ 1 1.1 研究背景 ........................................... 1 1.2 研究目的与意义 ..................................... 1 1.3 国内外研究现状 ..................................... 2 1.3.1 国外研究现状 .................................. 2 1.3.2 国内研究现状 .................................. 3 1.4 研究内容、研究方法与技术路线 ....................... 5 1.4.1 研究内容 ...................................... 5 1.4.2 研究方法与技术路线 ............................ 6 第二章 相关理论及方法综述 .................................. 8 2.1 企业国际化的概念和内涵 ............................. 8 2.2 企业国际化战略的概念和模式 ......................... 8 2.3 战略分析工具和方法 ................................ 10 2.3.1 波特五力模型分析法 ........................... 10 2.3.2 PEST分析法 .................................. 11 2.3.3 SWOT矩阵分析法 .............................. 11 第三章 HZ公司发展现状及存在问题 .......................... 12 3.1 HZ公司发展现状 .................................... 12 3.1.1 HZ公司基本现状 .............................. 12 3.1.2 HZ公司国际化发展现状 ........................ 14 3.2 HZ公司国际化战略调查 ............................. 16 3.2.1 HZ公司国际化战略调查问卷设计 ................ 16 3.2.2 HZ公司国际化战略调查问卷分析 ................ 18 3.3 HZ公司国际化经营存在的问题 ........................ 21 3.3.1 国际化战略模式单一 ........................... 21 3.3.2 人才储备缺乏 ................................. 21 3.3.3 研发能力不高 ................................. 22 3.3.4 营销能力不足 ................................. 23 昆明理工大学硕士学位论文 “一带一路”背景下HZ公司国际化战略研究 IX 3.4 “一带一路”战略对HZ公司国际化的机遇与挑战 ....... 24 3.4.1 “一带一路”战略带来的机遇 ................... 24 3.4.2 “一带一路”战略带来的挑战 ................... 25 3.5 本章小结 .......................................... 25 第四章 HZ公司战略环境分析 .................................. 26 4.1 HZ公司外部环境分析 ................................ 26 4.1.1 宏观环境分析 ................................. 26 4.1.2 行业环境分析 ................................. 33 4.2 HZ公司内部环境分析 ....