乘风难破浪?中医药文化差异下企业国际化进入模式研究——基于“战略三角观”的组态分析  

Entry Mode Choice under the Cultural Difference of Traditional Chinese Medicine:A Configurational Analysis from the Strategy Tripod Perspective

作　　者：何晓明 廖晓语 蒋建勇 He Xiaoming;Liao Xiaoyu;Jiang Jianyong(School of Business,East China University of Science and Technology;School of Humanities and Management,Guizhou University of Traditional Chinese Medicine;Foreign Language Teaching Department,Guizhou University of Traditional Chinese Medicine)

机构地区：[1]华东理工大学商学院 [2]贵州中医药大学人文与管理学院 [3]贵州中医药大学外语教学部

出　　处：《南开管理评论》2025年第4期16-26,共11页Nankai Business Review

基　　金：教育部人文社科规划基金项目(21YJA630025);贵州省哲学社会科学研究项目(23GZY B40);国家社会科学基金项目(19XSH012)资助。

摘　　要：以往关于发达国家跨国企业(DM N E s)与新兴市场跨国企业(EM N Es)的传统命题并不能直接诠释中医药企业如何选择合适的国际化进入模式来克服“出海”面临的中医药文化差异问题。为探索这一新的研究问题,本文从制度视角出发,提出中医药文化差异主要由东道国(地区)与中国之间的行业规范距离和国家文化距离共同形成;进而基于“战略三角观”的理论框架,从组态视角分析了在制度因素、行业因素和企业资源因素的共同作用下中医药企业国际化进入模式的战略选择。研究发现:(1)行业规范距离和国家文化距离的共同作用可以更有效地诠释中医药文化差异。(2)与以往DM N Es研究的观点不同,东道国市场需求和企业创新能力都不足以影响中医药企业国际化进入模式的选择,而中国企业特有的营销能力和股权性质发挥了显著影响作用。(3)中医药企业主要通过三条国际化路径来克服中医药文化差异进入其他国家的障碍,即营销主导型独资模式、制度利用型独资模式及风险控制型合资模式。这三条路径揭示出制度、行业、资源因素间的系统性联系对进入模式选择的综合影响。本文对中医药企业在中医药文化差异下的国际化进入模式选择给予新的理论诠释,对国际化进入模式的现有研究做出了重要补充,也对中医药企业出海实践提供了理论指导和经验证据。Despite two decades of robust national strategies and supportive policies from the Chinese government,traditional Chinese medicine(TCM)enterprises continue to face challenges in international expansion.This persistent struggle,often described as"difficult to advance despite favorable conditions,"is rooted in the culturally specific nature of TCM practices.Addressing how TCM enterprises can navigate the constraints imposed by these cultural differences has emerged as a critical priority for advancing the global expansion of TCM.When compared to the internationalization patterns of developed market multinational enterprises(DMNEs)and emerging market multinational enterprises(EMNEs),Chinese TCM enterprises exhibit distinct characteristics.While DMNEs primarily pursue market-seeking objectives by leveraging ownership advantages to dominate host-country markets,EMNEs lacking such advantages instead focus on strategic asset-seeking through international expansion to overcome latecomer disadvantages.By contrast,TCM enterprises uniquely deploy existing ownership advantages to penetrate host-country markets—a strategy mirroring DMNEs'market-seeking motivations.Institutional perspectives are critical for understanding EMNEs'internationalization strategies.According to institutional theory,organizational behaviors are shaped by the interdependent relationship between formal and informal institutions,which collectively define the organizational environment.The divergence between home and host country institutions creates legitimacy challenges for multinational enterprises.In the context of TCM internationalization,enterprises confront dual institutional barriers.First,formal institutional disparities are reflected in the regulatory distance governing TCM standards between China and host countries(or regions).Few jurisdictions have implemented comprehensive TCM legislation,with some regulating TCM practitioners while excluding herbal medicine from legal recognition,and others legalizing acupuncture while excluding other TCM

关 键 词：中医药文化差异 国际化进入模式 战略三角观 组态分析 

分 类 号：F270[经济管理—企业管理]