基于博弈论的中药企业东南亚市场战略适配机制研究

Strategic adaptation mechanisms of traditional Chinese medicine enterprises in Southeast Asian markets: a study based on game theory

摘要

在“一带一路”和区域全面经济伙伴关系协定背景下,东南亚成为中国中药企业国际化布局的关键区域。然而,复杂的市场环境使得传统国际化路径面临瓶颈,迫切需要构建适应当地市场特色的新型战略机制。本文以博弈论为理论基础,构建了制度进入的信号博弈、资源合作的非零和博弈以及消费者认知的文化演化博弈3种战略分析模型,并以新加坡、马来西亚和印度尼西亚为代表国家,比较分析了各国市场制度、文化接受度与竞争结构的差异性。研究结合片仔癀与同仁堂等典型企业的海外实践,验证了企业在不同博弈场景下战略路径的有效性与差异性。结果表明,中药企业国际化战略应聚焦制度信号的前置布局、非零和合作联盟的稳态构建以及消费者文化认知的长期培育,形成制度、资源和文化三者协同互动的动态均衡。本文从博弈论视角丰富了中药国际化战略的理论维度,为企业在文化异质市场中的战略决策提供了重要参考。本文尝试将博弈论系统性引入中药企业的东南亚市场适配问题分析,在理论上填补现有研究的互动结构空白,同时为企业在文化异质的国际市场中实现战略突破提供更具结构性的决策工具和指引。

Abstract

Under the strategic frameworks of the “Belt and Road Initiative” and Regional Comprehensive Economic Partnership, Southeast Asia has emerged as a critical region for the international expansion of traditional Chinese medicine (TCM) enterprises. However, the complexity of the market environment presents significant barriers to traditional internationalization pathways, necessitating the development of innovative strategic mechanisms tailored to local market characteristics. Employing game theory as the analytical foundation, this study constructed three strategic game models: signaling games for institutional entry, non-zero-sum cooperative games for resource integration, and evolutionary games for consumer cultural acceptance. Using Singapore, Malaysia, and Indonesia as representative markets, the research comparatively analyzed variations in institutional environments, cultural receptivity, and competitive structures. Empirical analysis of typical enterprises such as Pien Tze Huang and Tongrentang validated the effectiveness and differentiation of strategic pathways across various game-theoretic scenarios. The results indicated that internationalization strategies for TCM enterprises should emphasize proactive institutional signaling, sustainable non-zero-sum cooperative alliances, and the long-term cultivation of consumer cultural cognition, thereby achieving a dynamic equilibrium among institutions, resources, and culture. By introducing a game-theoretic perspective, this paper enriches the theoretical approaches to TCM internationalization strategies and provides practical insights for enterprises navigating culturally heterogeneous markets. The theoretical innovation of this study lies in its novel application of game theory to analyze strategic adaptation mechanisms of TCM enterprises in Southeast Asian markets, thereby offering concrete strategic guidance for enterprises aiming for breakthroughs in their internationalization processes.

关键词

中药国际化 / 东南亚市场 / 博弈论 / 制度信号 / 非零和合作 / 文化演化 / 战略适配

Key words

internationalization of traditional Chinese medicine / Southeast Asian market / game theory / institutional signaling / non-zero-sum cooperation / cultural evolution / strategic adaptation

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基金资助

2025年度上海市教委教师专业发展工程-上海高校教师产学研践习计划(A1-0200-25-311007-20)