疫情背景下中医药老字号企业的竞争力研究―以北京同仁堂为例

초록

Most time-honored brands in China have been eliminated or are being managed poorly. Despite the economic downturn caused by the spread of COVID-19, Beijing Tongrentang, a time-honored Chinese brand with a history of more than 350 years, has weathered the storms and continued to grow its assets and operating revenue. Simultaneously, it has taken on social responsibilities and contributed to the fight against the epidemic. Based on a case study of Beijing Tongrentang (Group) Co., LTD. and the current epidemic situation, this paper examines Tongrentang’s development process and current situation in depth. It focuses on Beijing Tongrentang’s enterprise competitiveness and competitive position in the industry using SWOT analysis and Michael Porter’s Five Forces Model. Tongrentang has strong core competitiveness to seize market share, has been in a leading position in the industry, and has strong competitive advantages for potential competitors and substitutes, according to the analysis. Overall, its internal advantages outnumber its disadvantages, and its opportunities outnumber its threats. In the future, we should concentrate on specific but not exclusive development, consolidate and strengthen the main business, avoid dispersing resources, focus on R&D and innovation in the main business, and tell a good brand story. This has theoretical implications for the study of long-lived enterprises, and it also serves as a model for the development of other Chinese traditional medicine and Korean prescription enterprises.

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