山东省中草药产业组织研究
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摘要
山东省中草药产业具有悠久的发展历史和良好的资源条件。自改革开放,尤其是上世纪90年代中期以来得到了快速发展,已形成一定规模,对外出口快速增长,在全国中药产业发展中具有重要影响,具备了良好的发展基础。中草药已成为适宜产区农业结构调整和增加农民收入的重要产业。随着社会的发展,人类生存环境和自然条件的变化,人们对中药的需求不断增长,对中草药产品的质量要求也在逐年提高,但山东省中草药产业受其自身组织结构的影响,其市场行为也在一定程度上不利于该产业的发展,致使其市场绩效不高,产业竞争力不够强。因此,需要从产业组织角度对山东省中草药产业进行系统研究。
本文依据经济学、产业组织理论、制度经济学、博弈论,引用产业组织理论经典SCP分析法对中草药产业进行分析,运用历史分析与现状分析、定性分析与定量分析、实证分析与规范分析等研究方法,对山东省中草药产业进行了系统研究。本文的主要框架与内容是:第一,对山东省中草药的生产、营销、中药生产及产品的营销等环节的组织结构、市场主体行为和市场绩效分别进行了全面分析;第二,中草药GAP生产是实现中草药质量提高的基本生产方式,为此专门安排一章,对其现行生产经营制度的弊端、制度创新及制度修正等进行了分析研究;第三,对山东省中草药产业各环节的合作社组织和产业的纵向合作组织进行专门分析。通过对中草药产业不同层次和环节存在影响产业健康发展的相关问题的分析研究,分别提出了促进中草药产业健康发展的政策建议。
本文的主要观点及结论如下:
1.通过调查和分析研究认为,山东省中草药生产的整体规模较大,但单一生产主体的经营规模狭小,生产分散,缺乏规模经济性。中草药产业的现行市场结构对生产者几乎没有进入与退出壁垒,众多生产者在缺乏统一技术操作的状态下生产的中草药产品,存在较大的内在质量差异性,但对这种差异性难以进行及时有效地判别,而其外在质量则又几乎是相同的,因此竞争强度较高。由于生产者信息不完全,生产安排盲目,收益预期具有不确定性。在现行家庭生产的自主性、传统性和缺乏监督的状态下,农户为了获取好的效益,具有追求单位面积产量而忽视内在质量的倾向,与中草药所追求的道地性和质量稳定相悖。在现有土地经营政策框架下,应加强合作,以提高药农的组织化程度;强化技术指导和质量监督,逐步实施中草药的规范化生产,促进山东省中草药产业的健康发展。
2.中草药产品的质量是产业健康发展的保障,实施中药材GAP生产的目标即是生产“优质、稳定、可控”的中草药产品,为中药生产提供优质原料。中药材GAP生产需要巨额的资金投入和雄厚的技术支撑,进入和退出壁垒都非常高。实施中药材GAP生产的市场主体是中药企业,在现行“中药企业+科技+基地+农户”的经营制度下,农户是中草药生产的具体实施者,即微观生产主体,在技术指导、合约约束和监督下,企业可在短期内获得优质中草药产品,但从长期看则难以保障其产量质量;而实施企业农场集中经营可以保障中草药产品质量,但劳动效率相对较低。从而出现了在中药材GAP生产中,农户家庭生产劳动效率高但质量难以保障与企业农场能保障质量但劳动效率下降的制度冲突。本文研究认为,生产优质中草药应采用企业农场的经营制度,并对其进行一定的制度修正,使其既能保障中药材产品质量,又能提高劳动效率。
3.实施有效的营销是实现中草药生产效益的保障。目前,山东省从事中草药营销的人员数量众多,但其规模普遍较小,组织较为松散,难以采用先进的营销手段。山东省中草药的采收后处理普遍不够规范,等级比较混乱,多以通货形式销售,大多数乡村购销环节和中间购销环节没有严格按照中药材GSP规范的要求组织营销,易发生混杂、霉变等质量问题。乡村中草药购销合作组织没有建立,动态营销联盟的作用发挥有限;营销市场主体过多,难以实现有效竞争;缺乏完整的市场监管体系。这些在一定程度上限制了山东省中草药产品的竞争力和产业的稳定发展。因此,应着力构建标准化的中草药营销体系,完善市场监管体系,严格按照中药材GSP规范营销者行为,建立规范的质量保障体系和质量追溯信息体系,以良好的产品质量和营销信用拓展市场,保障中草药生产者和营销者的效益。
4.中草药只有将其加工成为中成药或中药饮片后才能被中医技术人员用于治病救人,被病患者消费。中药加工属于高投入、高技术、高回报、高风险的产业,在技术、资金、政策等方面都有较高的进入和退出壁垒。但由于历史的原因,山东省的中药加工企业相对较多,主要申请生产传统配方中药;多数厂商没有充分发挥其生产能力,未达到最小经济规模,中成药产品市场竞争激烈,应有的产业特性尚未充分体现。能够进行新药研发的只有少数几家优势规模厂商,产业竞争力有待进一步提高。应鼓励优势企业规模扩张,提高中药工业进入壁垒,促进产业适度集中;采取合作营销策略,降低市场竞争强度,降低中药产品的营销费用,提升企业和产业竞争力。
5.竞争能够提高生产力水平,合作也是促进生产力发展的有效手段。针对中草药生产者个体弱小的现实,依据合作社理论,研究认为应当加强中草药生产者合作,以进一步提高投入物购置和产品出售的谈判能力,降低交易费用,提高生产效益。山东省中草药生产者规模狭小,“合作剩余”少,缺乏合作的积极性;合作组织的规模和影响力小,难以开展有效服务,致使中草药横向合作发展缓慢。应当发挥小合作的传统优势和能人效应,加大支持力度,促进生产专业化和规模化,推进合作。中草药生产和营销者组织化程度低,合作效益不明显,受合作中的机会主义行为影响,中草药行业合作组织发展缓慢,组织不稳定。对此,应努力增强各环节的组织程度,加强各市场主体的规模扩张和信用建设,奠定合作基础,实现行业内的合作共赢。
There are age-old developing history and fine resource condition for the Chinese traditional and herbal drugs industry in Shandong province,which developed fast from the Reform and Openness,especially the middle of the 90s last century,certain scale formed, export increasing fast,Important influence existing in the development of the whole Chinese traditional and herbal drugs industry,and the favorable developing basement possessing.The development of Chinese traditional and herbal drugs has become an important industry for the adjustment of the agricultural structure and the increase of the farmers' income in the suitable areas.With the development of society and the changes of the human beings living environment and the natural conditions,the demand for the Chinese traditional and herbal drugs is increasing and the demand for the quality of Chinese traditional and herbal drugs is also elevating each year.But because of the marketing action and the influence of the organizing structure of the Chinese traditional and herbal drugs industry in Shandong province,the marketing performance is not fine, and the industry competitive power is not trenchancy enough.So a systematic research for the Chinese traditional and herbal drugs in Shandong province at the angle of Industry organization is demanded.
In this paper,according to the Economics,the Theory of Industrial Organization,the System Economics,the Theory of Games,the author analyzed the Chinese traditional and herbal drugs industry by recommending the classic SCP analyzing method from the Theory of Industrial Organization,and did the systematic research on the Chinese traditional and herbal drugs industry in Shandong province by the methods of history and current situation analysis,qualitative and quantitative analysis,demonstration and norm analysis.The mainly outline and the content of this paper include:First,the author did an all-round and different analysis on the Structure,Conduct and Performance in the links of the production and the marketing of Chinese traditional and herbal drugs and Chinese medicine in Shandong province.Secondly,producing Chinese traditional and herbal drugs in GAP is the basic producing mode to improve the quality of Chinese traditional and herbal drugs. So the author did the analysis and research for the malpractice of actual producing and managing system,the system innovation and amendment in a chapter arranged specially. Thirdly,an analysis for the cooperative and latitude cooperating organization of the industry in Chinese traditional and herbal drugs industry in Shandong province is contributed.The different policies and advises for improving the development of Chinese traditional and herbal dugs in Shandong province are put forward,through the analysis and research for the interrelated problems which exist in the different arrangements and links of Chinese traditional herbal drugs industry influencing the industry health development.
The main viewpoints and conclusions are the following:
1.Through the investigation and analysis study,we can find that the planting of Chinese traditional and herbal drugs is in a comparatively great scale,but the scale of single firm is very small lacking scale economy.There are no entering and existing barriers for the producers by current market structure of Chinese traditional and herbal drugs. Because of the lack of unified handle technology,the difference of the quality of Chinese traditional and herbal drugs products produced by many different producers is notable, while the difficulty to do timely and effective judgment for this difference and the high identical of the external mass lead to the heavy compacting intensity.Because of the blind when the producers arrange the production with the lack of information,the income expectation is uncertain.In order to gain much benefit,farmers are inclined to request outcome per unit area and ignore the inherent quality,under the statement of autonomy, tradition and short of supervision by the family production.It goes against with the pure and stable quality requested by Chinese traditional and herbal drugs.In the frame of current field managing policy,the farmers should make more cooperation and high-organizing with each other.In order to improve the development of the industry health in Shandong,technical adviser and quality supervise should be reinforced and the production of Chinese traditional and herbal drugs estate should be standardized.
2.The quality of the production of Chinese traditional and herbal drugs ensures the industry development health.The target producing Chinese traditional and herbal drugs in GAP is to produce high grade,stable,controllable Chinese traditional and herbal drugs and to provide high grade's raw material for the Chinese medicine production.It needs huge fund and tremendous technology to produce Chinese traditional and herbal drugs in GAP, which could not enter and exist easily.The firms producing Chinese traditional and herbal drugs in GAP are the main bodies in market.In the current "Chinese medicine firm plus technology plus base plus farmers" managing system,farmers,microcosmic main bodies, are the concrete executors who producing Chinese traditional and herbal drugs.Within technical advise and contact restriction and supervise,firms can obtain high-quality Chinese traditional and herbal drugs in short time,but not in a long time.The quality of Chinese traditional and herbal drugs can be ensured by farm firms managing integrating, but the work efficiency is lower than former.So the system conflicts between the farmer single production and the farm firm production appears in the production of Chinese traditional and herbal drugs in GAP.Through the research,the author thinks that the amended farm firm managing system should be adopted to produce high grade Chinese traditional and herbal drugs.In this system,high-quality Chinese traditional and herbal drugs can be ensured with high work efficiency.
3.Beneficial result from producing Chinese traditional and herbal drugs is ensured by implementing effective marketing.Now,though there are many people working on Chinese traditional and herbal drugs marketing in Shandong province,small scale and relax organization hinder the advanced marketing methods applied.Chinese traditional and herbal drugs plucked are not dealt with standard,concluded into many grades and sold as average goods.Much more buying and selling happening in country and middle links did not organized according to the GSP of Chinese traditional and herbal drugs,so the qualitative problems such as mixing and mildewing are easy to appear.Because the buying and selling cooperating organization in country has not been founded,the effect of developing marketing alliance is limited;too many main bodies in the market hindered the efficiency of compaction;the entire market supervising system does not exist.All of them limit the competition of Chinese traditional and herbal drugs,and the industry stable development in Shandong province to a centain extent.So,the standard Chinese traditional and herbal drugs marketing system should be founded as the main point,the market supervising system should be perfected,the sellers action should be standardized strictly by GSP of Chinese traditional and herbal drugs,the standard quality ensuring system and quality tracking information system should be founded,the market should be developed by high quality production and marketing credit,so the benefit of the Chinese traditional herbal drugs' producers and sellers can be ensured.
4.Chinese traditional and herbal drugs can only be used to cure the sickness and save the patients by doctors of traditional Chinese medicine,and consumed by patients after processed into Chinese patent drug or tablet.Chinese medicinal and herb processing is a kind of industry with much capital,high technology,high reply and high risk.It is difficult to enter and exist because of technology,capital and policy.For the reason of history,there are many Chinese medicine processing firms mainly applying to produce Chinese medicine with traditional formula,but most of them did not bring efficiency into production,or not work in Minimal economy scale.The compaction of the Chinese patent medicine is very intense,and the industry Characteristics is not embodied sufficiently. Only several firms in advantage scale can research and develop new medicine.The industry competition should be improved further.The firms with advantage should be encouraged to expand scale,the entering barrier for Chinese medicine industry should be reinforced,the industry should be concentrated appropriately;cooperation marketing tactics should be adopted,the compaction in the market should be weakened,the marketing cost of Chinese medicine should be reduced and the competition of the firms and the industry can be lifted.
5.Competition can help to lift the level of productivity,and cooperation also can improve the development of productivity effectively.Aiming at the fact that single Chinese traditional herbal drugs' producer is weak,according to Cooperative Theory,the author think that Chinese traditional and herbal drugs' producers should cooperate strongly,in order to further improve negotiation ability for buying capital goods and selling product, reducing transaction costs,improving beneficial result.The Chinese traditional and herbal drugs' producers in Shandong province are in the small scale with little "surplus of working together" and lack the enthusiasm of cooperation;the scale and influence of the cooperation organization is too minor to develop effective service,which made the landscape orientation cooperation of Chinese traditional and herbal drugs develop slowly. The traditional dominance of the small group and the leading effect should be exerted and more effective supporting should be strengthened,and specialization and scale-rization of production and cooperation should be improved.The cooperation in the industry can cut down the costs of transactions between upstream and downstream enterprises in the industry effectively and improve the industry's competitive power.The low organization degree of the producers and sellers,the unobvious benefit of cooperation and the opportunism behavior in the cooperation made the development slow and the organization unstable.So the organizing degree of each link should be hard strengthened,scale expanding and create building of the market main bodies should be strengthened in order to establish the base of cooperation and achieve the two-to-win of cooperation in the industry.
本文依据经济学、产业组织理论、制度经济学、博弈论,引用产业组织理论经典SCP分析法对中草药产业进行分析,运用历史分析与现状分析、定性分析与定量分析、实证分析与规范分析等研究方法,对山东省中草药产业进行了系统研究。本文的主要框架与内容是:第一,对山东省中草药的生产、营销、中药生产及产品的营销等环节的组织结构、市场主体行为和市场绩效分别进行了全面分析;第二,中草药GAP生产是实现中草药质量提高的基本生产方式,为此专门安排一章,对其现行生产经营制度的弊端、制度创新及制度修正等进行了分析研究;第三,对山东省中草药产业各环节的合作社组织和产业的纵向合作组织进行专门分析。通过对中草药产业不同层次和环节存在影响产业健康发展的相关问题的分析研究,分别提出了促进中草药产业健康发展的政策建议。
本文的主要观点及结论如下:
1.通过调查和分析研究认为,山东省中草药生产的整体规模较大,但单一生产主体的经营规模狭小,生产分散,缺乏规模经济性。中草药产业的现行市场结构对生产者几乎没有进入与退出壁垒,众多生产者在缺乏统一技术操作的状态下生产的中草药产品,存在较大的内在质量差异性,但对这种差异性难以进行及时有效地判别,而其外在质量则又几乎是相同的,因此竞争强度较高。由于生产者信息不完全,生产安排盲目,收益预期具有不确定性。在现行家庭生产的自主性、传统性和缺乏监督的状态下,农户为了获取好的效益,具有追求单位面积产量而忽视内在质量的倾向,与中草药所追求的道地性和质量稳定相悖。在现有土地经营政策框架下,应加强合作,以提高药农的组织化程度;强化技术指导和质量监督,逐步实施中草药的规范化生产,促进山东省中草药产业的健康发展。
2.中草药产品的质量是产业健康发展的保障,实施中药材GAP生产的目标即是生产“优质、稳定、可控”的中草药产品,为中药生产提供优质原料。中药材GAP生产需要巨额的资金投入和雄厚的技术支撑,进入和退出壁垒都非常高。实施中药材GAP生产的市场主体是中药企业,在现行“中药企业+科技+基地+农户”的经营制度下,农户是中草药生产的具体实施者,即微观生产主体,在技术指导、合约约束和监督下,企业可在短期内获得优质中草药产品,但从长期看则难以保障其产量质量;而实施企业农场集中经营可以保障中草药产品质量,但劳动效率相对较低。从而出现了在中药材GAP生产中,农户家庭生产劳动效率高但质量难以保障与企业农场能保障质量但劳动效率下降的制度冲突。本文研究认为,生产优质中草药应采用企业农场的经营制度,并对其进行一定的制度修正,使其既能保障中药材产品质量,又能提高劳动效率。
3.实施有效的营销是实现中草药生产效益的保障。目前,山东省从事中草药营销的人员数量众多,但其规模普遍较小,组织较为松散,难以采用先进的营销手段。山东省中草药的采收后处理普遍不够规范,等级比较混乱,多以通货形式销售,大多数乡村购销环节和中间购销环节没有严格按照中药材GSP规范的要求组织营销,易发生混杂、霉变等质量问题。乡村中草药购销合作组织没有建立,动态营销联盟的作用发挥有限;营销市场主体过多,难以实现有效竞争;缺乏完整的市场监管体系。这些在一定程度上限制了山东省中草药产品的竞争力和产业的稳定发展。因此,应着力构建标准化的中草药营销体系,完善市场监管体系,严格按照中药材GSP规范营销者行为,建立规范的质量保障体系和质量追溯信息体系,以良好的产品质量和营销信用拓展市场,保障中草药生产者和营销者的效益。
4.中草药只有将其加工成为中成药或中药饮片后才能被中医技术人员用于治病救人,被病患者消费。中药加工属于高投入、高技术、高回报、高风险的产业,在技术、资金、政策等方面都有较高的进入和退出壁垒。但由于历史的原因,山东省的中药加工企业相对较多,主要申请生产传统配方中药;多数厂商没有充分发挥其生产能力,未达到最小经济规模,中成药产品市场竞争激烈,应有的产业特性尚未充分体现。能够进行新药研发的只有少数几家优势规模厂商,产业竞争力有待进一步提高。应鼓励优势企业规模扩张,提高中药工业进入壁垒,促进产业适度集中;采取合作营销策略,降低市场竞争强度,降低中药产品的营销费用,提升企业和产业竞争力。
5.竞争能够提高生产力水平,合作也是促进生产力发展的有效手段。针对中草药生产者个体弱小的现实,依据合作社理论,研究认为应当加强中草药生产者合作,以进一步提高投入物购置和产品出售的谈判能力,降低交易费用,提高生产效益。山东省中草药生产者规模狭小,“合作剩余”少,缺乏合作的积极性;合作组织的规模和影响力小,难以开展有效服务,致使中草药横向合作发展缓慢。应当发挥小合作的传统优势和能人效应,加大支持力度,促进生产专业化和规模化,推进合作。中草药生产和营销者组织化程度低,合作效益不明显,受合作中的机会主义行为影响,中草药行业合作组织发展缓慢,组织不稳定。对此,应努力增强各环节的组织程度,加强各市场主体的规模扩张和信用建设,奠定合作基础,实现行业内的合作共赢。
There are age-old developing history and fine resource condition for the Chinese traditional and herbal drugs industry in Shandong province,which developed fast from the Reform and Openness,especially the middle of the 90s last century,certain scale formed, export increasing fast,Important influence existing in the development of the whole Chinese traditional and herbal drugs industry,and the favorable developing basement possessing.The development of Chinese traditional and herbal drugs has become an important industry for the adjustment of the agricultural structure and the increase of the farmers' income in the suitable areas.With the development of society and the changes of the human beings living environment and the natural conditions,the demand for the Chinese traditional and herbal drugs is increasing and the demand for the quality of Chinese traditional and herbal drugs is also elevating each year.But because of the marketing action and the influence of the organizing structure of the Chinese traditional and herbal drugs industry in Shandong province,the marketing performance is not fine, and the industry competitive power is not trenchancy enough.So a systematic research for the Chinese traditional and herbal drugs in Shandong province at the angle of Industry organization is demanded.
In this paper,according to the Economics,the Theory of Industrial Organization,the System Economics,the Theory of Games,the author analyzed the Chinese traditional and herbal drugs industry by recommending the classic SCP analyzing method from the Theory of Industrial Organization,and did the systematic research on the Chinese traditional and herbal drugs industry in Shandong province by the methods of history and current situation analysis,qualitative and quantitative analysis,demonstration and norm analysis.The mainly outline and the content of this paper include:First,the author did an all-round and different analysis on the Structure,Conduct and Performance in the links of the production and the marketing of Chinese traditional and herbal drugs and Chinese medicine in Shandong province.Secondly,producing Chinese traditional and herbal drugs in GAP is the basic producing mode to improve the quality of Chinese traditional and herbal drugs. So the author did the analysis and research for the malpractice of actual producing and managing system,the system innovation and amendment in a chapter arranged specially. Thirdly,an analysis for the cooperative and latitude cooperating organization of the industry in Chinese traditional and herbal drugs industry in Shandong province is contributed.The different policies and advises for improving the development of Chinese traditional and herbal dugs in Shandong province are put forward,through the analysis and research for the interrelated problems which exist in the different arrangements and links of Chinese traditional herbal drugs industry influencing the industry health development.
The main viewpoints and conclusions are the following:
1.Through the investigation and analysis study,we can find that the planting of Chinese traditional and herbal drugs is in a comparatively great scale,but the scale of single firm is very small lacking scale economy.There are no entering and existing barriers for the producers by current market structure of Chinese traditional and herbal drugs. Because of the lack of unified handle technology,the difference of the quality of Chinese traditional and herbal drugs products produced by many different producers is notable, while the difficulty to do timely and effective judgment for this difference and the high identical of the external mass lead to the heavy compacting intensity.Because of the blind when the producers arrange the production with the lack of information,the income expectation is uncertain.In order to gain much benefit,farmers are inclined to request outcome per unit area and ignore the inherent quality,under the statement of autonomy, tradition and short of supervision by the family production.It goes against with the pure and stable quality requested by Chinese traditional and herbal drugs.In the frame of current field managing policy,the farmers should make more cooperation and high-organizing with each other.In order to improve the development of the industry health in Shandong,technical adviser and quality supervise should be reinforced and the production of Chinese traditional and herbal drugs estate should be standardized.
2.The quality of the production of Chinese traditional and herbal drugs ensures the industry development health.The target producing Chinese traditional and herbal drugs in GAP is to produce high grade,stable,controllable Chinese traditional and herbal drugs and to provide high grade's raw material for the Chinese medicine production.It needs huge fund and tremendous technology to produce Chinese traditional and herbal drugs in GAP, which could not enter and exist easily.The firms producing Chinese traditional and herbal drugs in GAP are the main bodies in market.In the current "Chinese medicine firm plus technology plus base plus farmers" managing system,farmers,microcosmic main bodies, are the concrete executors who producing Chinese traditional and herbal drugs.Within technical advise and contact restriction and supervise,firms can obtain high-quality Chinese traditional and herbal drugs in short time,but not in a long time.The quality of Chinese traditional and herbal drugs can be ensured by farm firms managing integrating, but the work efficiency is lower than former.So the system conflicts between the farmer single production and the farm firm production appears in the production of Chinese traditional and herbal drugs in GAP.Through the research,the author thinks that the amended farm firm managing system should be adopted to produce high grade Chinese traditional and herbal drugs.In this system,high-quality Chinese traditional and herbal drugs can be ensured with high work efficiency.
3.Beneficial result from producing Chinese traditional and herbal drugs is ensured by implementing effective marketing.Now,though there are many people working on Chinese traditional and herbal drugs marketing in Shandong province,small scale and relax organization hinder the advanced marketing methods applied.Chinese traditional and herbal drugs plucked are not dealt with standard,concluded into many grades and sold as average goods.Much more buying and selling happening in country and middle links did not organized according to the GSP of Chinese traditional and herbal drugs,so the qualitative problems such as mixing and mildewing are easy to appear.Because the buying and selling cooperating organization in country has not been founded,the effect of developing marketing alliance is limited;too many main bodies in the market hindered the efficiency of compaction;the entire market supervising system does not exist.All of them limit the competition of Chinese traditional and herbal drugs,and the industry stable development in Shandong province to a centain extent.So,the standard Chinese traditional and herbal drugs marketing system should be founded as the main point,the market supervising system should be perfected,the sellers action should be standardized strictly by GSP of Chinese traditional and herbal drugs,the standard quality ensuring system and quality tracking information system should be founded,the market should be developed by high quality production and marketing credit,so the benefit of the Chinese traditional herbal drugs' producers and sellers can be ensured.
4.Chinese traditional and herbal drugs can only be used to cure the sickness and save the patients by doctors of traditional Chinese medicine,and consumed by patients after processed into Chinese patent drug or tablet.Chinese medicinal and herb processing is a kind of industry with much capital,high technology,high reply and high risk.It is difficult to enter and exist because of technology,capital and policy.For the reason of history,there are many Chinese medicine processing firms mainly applying to produce Chinese medicine with traditional formula,but most of them did not bring efficiency into production,or not work in Minimal economy scale.The compaction of the Chinese patent medicine is very intense,and the industry Characteristics is not embodied sufficiently. Only several firms in advantage scale can research and develop new medicine.The industry competition should be improved further.The firms with advantage should be encouraged to expand scale,the entering barrier for Chinese medicine industry should be reinforced,the industry should be concentrated appropriately;cooperation marketing tactics should be adopted,the compaction in the market should be weakened,the marketing cost of Chinese medicine should be reduced and the competition of the firms and the industry can be lifted.
5.Competition can help to lift the level of productivity,and cooperation also can improve the development of productivity effectively.Aiming at the fact that single Chinese traditional herbal drugs' producer is weak,according to Cooperative Theory,the author think that Chinese traditional and herbal drugs' producers should cooperate strongly,in order to further improve negotiation ability for buying capital goods and selling product, reducing transaction costs,improving beneficial result.The Chinese traditional and herbal drugs' producers in Shandong province are in the small scale with little "surplus of working together" and lack the enthusiasm of cooperation;the scale and influence of the cooperation organization is too minor to develop effective service,which made the landscape orientation cooperation of Chinese traditional and herbal drugs develop slowly. The traditional dominance of the small group and the leading effect should be exerted and more effective supporting should be strengthened,and specialization and scale-rization of production and cooperation should be improved.The cooperation in the industry can cut down the costs of transactions between upstream and downstream enterprises in the industry effectively and improve the industry's competitive power.The low organization degree of the producers and sellers,the unobvious benefit of cooperation and the opportunism behavior in the cooperation made the development slow and the organization unstable.So the organizing degree of each link should be hard strengthened,scale expanding and create building of the market main bodies should be strengthened in order to establish the base of cooperation and achieve the two-to-win of cooperation in the industry.
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