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題名 中藥產品在德國治療經痛的顛覆性潛力
The disruptive potential of TCM products for dysmenorrhea treatment in Germany
作者 彭世豐
Buttgereit, Stephan
貢獻者 何小台
Ho, Chester S
彭世豐
Buttgereit, Stephan
關鍵詞 中藥產品
經痛
德國
TCM
dysmenorrhea
Germany
日期 2015
上傳時間 3-Feb-2016 12:08:42 (UTC+8)
摘要 14.5 million women in Germany between the ages of 15 – 44 are plagued from menstrual pain starting from minor discomfort to major pain and cramps. All those women share the same imperative wish: the pain should stop.
     We found a disruptive solution that acts as an alternative for synthesized medication and has the potential to revolutionize the market for dysmenorrhea remedies, functional foods with the properties revered of the Traditional Chinese Medicine (TCM). TCM as a method to alleviate menstrual pains has not yet found its way to Germany (and the rest of the European Union). Thus we offer our customers a completely new solution to a problem as old as humanity itself. Our products are all based on TCM ingredients with thousands of years of tradition and successful practice that have also been clinically proven. Just over the last 25 years over a billion women in East Asia have fallen back on using herbs and functional foods of the Traditional Chinese Medicine as their remedy of first choice when comes to menstrual pain and other complaints. The research shows a great market potential for TCM products as a treatment for dysmenorrhea in Germany.
Executive Summary 6
     1. Product 8
     1.1 Service Description 8
     1.2 Product Overview 14
     1.3 Target groups 20
     1.4 Customer Benefits 20
     1.5 Manufacturing / Production 21
     1.6 Development status 22
     2. Founders 23
     3. Market Analysis 24
     3.1 Market Segmentation 25
     3.2 Target Market Segment Strategy 26
     3.2.1 Market Needs 27
     3.2.2 Market Trends 28
     3.2.3 Market Growth 31
     3.2.4 Value Chain 33
     3.3 Industry Analysis 34
     3.3.1 Case Germany 34
     3.3.2 Competitive intensity & market attractiveness 35
     3.3.3 Industry Participants 37
     3.3.4 Market outlook 39
     3.3.5 Distribution Patterns 41
     3.3.6 Competitors 43
     3.3.7 Challenges 44
     3.4 Market regulation & laws 48
     3.4.1 Directive 2004/24/EC 48
     3.4.2 EC Regulation No 1924/2006 51
     3.5 Market potential 52
     3.5.1 Market potential evaluation 52
     5.3.2 Sales potential evaluation 53
     4. Marketing 58
     4.1 Product Policy 58
     4.2 Price Policy 62
     4.3 Promotion Policy 66
     4.4 Place (Distribution) policy 69
     5. Company & Organization 71
     5.1 Philosophy 71
     5.2 Legal form, management, ownership 71
     5.3 Capital requirement 71
     5.4 Risk management 72
     6. Financial Planning 74
     6.1 Important Assumptions 74
     6.2 Projected Profit and Loss 75
參考文獻 Achim Berg, Bitkom, Trends im Online-Shopping, August 2015
     Alibaba.com, http://www.alibaba.com/product-detail/Natural-Drink-Longan-Brown-Sugar-Ginger_60239184595.html?spm=a2700.7724838.30.100.MMg4Rh, Extracted on November 13th, 2015
     Association of the European Self-Medication Industry, http://www.aesgp.eu/self-care/regulation/herbal-medicines/, Extracted on November 12th, 2015
     Baehr-verpackung.de, https://www.baehr-verpackung.de/bedruckte-kartons; Extracted on November 12th, 2015https://www.pixartprinting.de/verpackungen-drucken/geschenk-box/, Extracted on November 12th, 2015
     Bendich A, The potential for dietary supplements to reduce premenstrual syndrome (PMS) symptoms. J Am Coll Nutr. 2000 Feb;19(1):3-12.
     Candy T W Lam, Pui H Chan, Pinky S C Lee, et al., Chemical and biological assessment of Jujube (Ziziphus jujuba)-containing herbal decoctions: Induction of erythropoietin expression in cultures, Journal of Chromatography. B, Analytical Technologies in the Biomedical and Life Sciences 2015 September 25
     Chen CK, Huang YP, Fang HL, Huang YY., Dysmenorrhea: a study of affected factors and approaches to relief among female students at a college in southern Taiwan, Hu Li Za Zhi. 2013 Jun;60(3):40-50. doi: 10.6224/JN.60.3.40.ThermaCare – Regelschmerzen, eBus® Umfrage der GfK SE 2014. Repräsentative Umfrage unter 1011 Verbraucherinnen im Alter von 14-45 Jahren
     Dai X, Stanilka JM, Rowe CA, et al., Consuming Lentinula edodes (Shiitake) Mushrooms Daily Improves Human Immunity: A Randomized Dietary Intervention in Healthy Young Adults. J Am Coll Nutr. 2015 Nov
     Diedruckerei.de, https://www.diedruckerei.de/Etiketten-auf-Rolle,-Rund-5-cm-Durchmesser,-Strukturpapier-wei%C3%9F.htm?websale8=diedruckerei&pi=DERR840&ci=&depvar_index_setparent=%3CDERR840%3E%3CDERR840.ST1...500%3E&depvar_index_set_1=%3CZERXXXXN%3E%3CZERXXXXNN03%3E&depvar_index_set_2=%3CZERXXXXE%3E%3CZERXXXXEE03%3E&depvar_index_set_3=%3CZERXXXXD%3E%3CZERXXXXDD00%3E&depvar_index_set_4=%3CZERXXXXY%3E%3CZERXXXXYY79%3E, Extracted on November 12th, 2015
     Euromonitor. A Global Overview of Herbal Traditional Products. 2015
     Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2015
     Euromonitor International report on Traditional and Herbal Market in Germany, 2015
     European Commission, http://ec.europa.eu/health/human-use/herbal-medicines/index_en.htm, Extracted on November 12th, 2015
     European Commission, http://ec.europa.eu/food/safety/labelling_nutrition/claims/index_en.htm, Extracted on November 12th, 2015
     European Commission, http://ec.europa.eu/food/safety/labelling_nutrition/claims/health_claims/index_en.htm, Extracted on November 13th, 2015
     European Medicines Agency, http://www.ema.europa.eu/ema/index.jsp?curl=pages/regulation/general/general_content_000208.jsp, Extracted on November 12th, 2015
     Facebook, https://www.facebook.com/business?campaign_id=467680900062214&placement=exact&creative=86515146909&keyword=facebook+for+business&extra_1=b5d1c0c6-aa2d-48d7-8d00-40b2201b118a, Extracted on November 12th, 2015
     Forschungsinstitut für biologischen Landbau, 7th survey on organic agriculture world-wide. 2015
     Helipraktiker.org,http://www.heilpraktiker.org/traditionelle-chinesische-medizin, Extracted on November 4th, 2015
     Hook IL, Danggui to Angelica sinensis root: are potential benefits to European women lost in translation? A review., J Ethnopharmacol. 2014 Feb 27;152(1):1-13. doi: 10.1016/j.jep.2013.12.018. Epub 2013 Dec 21.
     Howtobuypackaging.com, http://howtobuypackaging.com/how-much-does-packaging-cost/, Extracted on November 12th, 2015
     Hsu CC, Kuo HC, Chang SY, et al., The assessment of efficacy of Diascorea alata for menopausal symptom treatment in Taiwanese women. Climacteric. 2011 Feb;14(1):132-9. doi: 10.3109/13697137.2010.498594. Epub 2010 Jul 23.
     Jalan Masjid, Faculty of Medicine & Health Sciences, Universiti Putra Malaysia, Hospital Kuala Lumpur, 50586 Kuala Lumpur, Malaysia. Mal J Nutr 9(1): 19-29, 2003
     Kashefi F, Khajehei M, Alavinia, et al. Effect of ginger on heavy menstrual bleeding: a placebo-controlled randomized clinical trial. Phytotherapy Research 2015;29:114-119.
     Maruyama C, Araki R, Kawamura M, et al. Azuki Bean Juice Lowers Serum Triglyceride Concentrations in Healthy Young Women. Journal of Clinical Biochemistry and Nutrition. 2008;43(1):19-25. doi:10.3164/jcbn.2008039
     Medicines and Healthcare products Regulatory Agency, http://www.mhra.gov.uk/Howweregulate/Medicines/Herbalmedicines/PlacingaherbalmedicineontheUKmarket/TraditionalHerbalMedicinesRegistrationScheme/Scope/index.htm
     Rotem C., Kaplan B., Phyto-Female Complex for the relief of hot flushes, night sweats and quality of sleep: randomized, controlled, double-blind pilot study. Gynecol Endocrinol. 2007 Feb;23(2):117-22.
     Shih, C.-C., Liao, C.-C., Su, Y.-C., Tsai, C.-C., & Lin, J.-G. (2012). Gender Differences in Traditional Chinese Medicine Use among Adults in Taiwan. PLoS ONE, 7(4), e32540. http://doi.org/10.1371/journal.pone.0032540
     Ug-Ltd.de, http://www.ug-ltd.de/unternehmergesellschaft.html, Extracted on October 28th, 2015
     Xu J, Liu M, Xia Z., Will the Europe Union`s Traditional Herbal Medicinal Products Directive (Directive 2004/24/EC) be against traditional Chinese medicine in EU market?, J Evid Based Med. 2013 May;6(2):104-8. doi: 10.1111/jebm.12036.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933065
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103933065
資料類型 thesis
dc.contributor.advisor 何小台zh_TW
dc.contributor.advisor Ho, Chester Sen_US
dc.contributor.author (Authors) 彭世豐zh_TW
dc.contributor.author (Authors) Buttgereit, Stephanen_US
dc.creator (作者) 彭世豐zh_TW
dc.creator (作者) Buttgereit, Stephanen_US
dc.date (日期) 2015en_US
dc.date.accessioned 3-Feb-2016 12:08:42 (UTC+8)-
dc.date.available 3-Feb-2016 12:08:42 (UTC+8)-
dc.date.issued (上傳時間) 3-Feb-2016 12:08:42 (UTC+8)-
dc.identifier (Other Identifiers) G0103933065en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/81192-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 103933065zh_TW
dc.description.abstract (摘要) 14.5 million women in Germany between the ages of 15 – 44 are plagued from menstrual pain starting from minor discomfort to major pain and cramps. All those women share the same imperative wish: the pain should stop.
     We found a disruptive solution that acts as an alternative for synthesized medication and has the potential to revolutionize the market for dysmenorrhea remedies, functional foods with the properties revered of the Traditional Chinese Medicine (TCM). TCM as a method to alleviate menstrual pains has not yet found its way to Germany (and the rest of the European Union). Thus we offer our customers a completely new solution to a problem as old as humanity itself. Our products are all based on TCM ingredients with thousands of years of tradition and successful practice that have also been clinically proven. Just over the last 25 years over a billion women in East Asia have fallen back on using herbs and functional foods of the Traditional Chinese Medicine as their remedy of first choice when comes to menstrual pain and other complaints. The research shows a great market potential for TCM products as a treatment for dysmenorrhea in Germany.		en_US
dc.description.abstract (摘要) Executive Summary 6
     1. Product 8
     1.1 Service Description 8
     1.2 Product Overview 14
     1.3 Target groups 20
     1.4 Customer Benefits 20
     1.5 Manufacturing / Production 21
     1.6 Development status 22
     2. Founders 23
     3. Market Analysis 24
     3.1 Market Segmentation 25
     3.2 Target Market Segment Strategy 26
     3.2.1 Market Needs 27
     3.2.2 Market Trends 28
     3.2.3 Market Growth 31
     3.2.4 Value Chain 33
     3.3 Industry Analysis 34
     3.3.1 Case Germany 34
     3.3.2 Competitive intensity & market attractiveness 35
     3.3.3 Industry Participants 37
     3.3.4 Market outlook 39
     3.3.5 Distribution Patterns 41
     3.3.6 Competitors 43
     3.3.7 Challenges 44
     3.4 Market regulation & laws 48
     3.4.1 Directive 2004/24/EC 48
     3.4.2 EC Regulation No 1924/2006 51
     3.5 Market potential 52
     3.5.1 Market potential evaluation 52
     5.3.2 Sales potential evaluation 53
     4. Marketing 58
     4.1 Product Policy 58
     4.2 Price Policy 62
     4.3 Promotion Policy 66
     4.4 Place (Distribution) policy 69
     5. Company & Organization 71
     5.1 Philosophy 71
     5.2 Legal form, management, ownership 71
     5.3 Capital requirement 71
     5.4 Risk management 72
     6. Financial Planning 74
     6.1 Important Assumptions 74
     6.2 Projected Profit and Loss 75		-
dc.description.tableofcontents Executive Summary 6
     1. Product 8
     1.1 Service Description 8
     1.2 Product Overview 14
     1.3 Target groups 20
     1.4 Customer Benefits 20
     1.5 Manufacturing / Production 21
     1.6 Development status 22
     2. Founders 23
     3. Market Analysis 24
     3.1 Market Segmentation 25
     3.2 Target Market Segment Strategy 26
     3.2.1 Market Needs 27
     3.2.2 Market Trends 28
     3.2.3 Market Growth 31
     3.2.4 Value Chain 33
     3.3 Industry Analysis 34
     3.3.1 Case Germany 34
     3.3.2 Competitive intensity & market attractiveness 35
     3.3.3 Industry Participants 37
     3.3.4 Market outlook 39
     3.3.5 Distribution Patterns 41
     3.3.6 Competitors 43
     3.3.7 Challenges 44
     3.4 Market regulation & laws 48
     3.4.1 Directive 2004/24/EC 48
     3.4.2 EC Regulation No 1924/2006 51
     3.5 Market potential 52
     3.5.1 Market potential evaluation 52
     5.3.2 Sales potential evaluation 53
     4. Marketing 58
     4.1 Product Policy 58
     4.2 Price Policy 62
     4.3 Promotion Policy 66
     4.4 Place (Distribution) policy 69
     5. Company & Organization 71
     5.1 Philosophy 71
     5.2 Legal form, management, ownership 71
     5.3 Capital requirement 71
     5.4 Risk management 72
     6. Financial Planning 74
     6.1 Important Assumptions 74
     6.2 Projected Profit and Loss 75		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103933065en_US
dc.subject (關鍵詞) 中藥產品zh_TW
dc.subject (關鍵詞) 經痛zh_TW
dc.subject (關鍵詞) 德國zh_TW
dc.subject (關鍵詞) TCMen_US
dc.subject (關鍵詞) dysmenorrheaen_US
dc.subject (關鍵詞) Germanyen_US
dc.title (題名) 中藥產品在德國治療經痛的顛覆性潛力zh_TW
dc.title (題名) The disruptive potential of TCM products for dysmenorrhea treatment in Germanyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Achim Berg, Bitkom, Trends im Online-Shopping, August 2015
     Alibaba.com, http://www.alibaba.com/product-detail/Natural-Drink-Longan-Brown-Sugar-Ginger_60239184595.html?spm=a2700.7724838.30.100.MMg4Rh, Extracted on November 13th, 2015
     Association of the European Self-Medication Industry, http://www.aesgp.eu/self-care/regulation/herbal-medicines/, Extracted on November 12th, 2015
     Baehr-verpackung.de, https://www.baehr-verpackung.de/bedruckte-kartons; Extracted on November 12th, 2015https://www.pixartprinting.de/verpackungen-drucken/geschenk-box/, Extracted on November 12th, 2015
     Bendich A, The potential for dietary supplements to reduce premenstrual syndrome (PMS) symptoms. J Am Coll Nutr. 2000 Feb;19(1):3-12.
     Candy T W Lam, Pui H Chan, Pinky S C Lee, et al., Chemical and biological assessment of Jujube (Ziziphus jujuba)-containing herbal decoctions: Induction of erythropoietin expression in cultures, Journal of Chromatography. B, Analytical Technologies in the Biomedical and Life Sciences 2015 September 25
     Chen CK, Huang YP, Fang HL, Huang YY., Dysmenorrhea: a study of affected factors and approaches to relief among female students at a college in southern Taiwan, Hu Li Za Zhi. 2013 Jun;60(3):40-50. doi: 10.6224/JN.60.3.40.ThermaCare – Regelschmerzen, eBus® Umfrage der GfK SE 2014. Repräsentative Umfrage unter 1011 Verbraucherinnen im Alter von 14-45 Jahren
     Dai X, Stanilka JM, Rowe CA, et al., Consuming Lentinula edodes (Shiitake) Mushrooms Daily Improves Human Immunity: A Randomized Dietary Intervention in Healthy Young Adults. J Am Coll Nutr. 2015 Nov
     Diedruckerei.de, https://www.diedruckerei.de/Etiketten-auf-Rolle,-Rund-5-cm-Durchmesser,-Strukturpapier-wei%C3%9F.htm?websale8=diedruckerei&pi=DERR840&ci=&depvar_index_setparent=%3CDERR840%3E%3CDERR840.ST1...500%3E&depvar_index_set_1=%3CZERXXXXN%3E%3CZERXXXXNN03%3E&depvar_index_set_2=%3CZERXXXXE%3E%3CZERXXXXEE03%3E&depvar_index_set_3=%3CZERXXXXD%3E%3CZERXXXXDD00%3E&depvar_index_set_4=%3CZERXXXXY%3E%3CZERXXXXYY79%3E, Extracted on November 12th, 2015
     Euromonitor. A Global Overview of Herbal Traditional Products. 2015
     Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources, 2015
     Euromonitor International report on Traditional and Herbal Market in Germany, 2015
     European Commission, http://ec.europa.eu/health/human-use/herbal-medicines/index_en.htm, Extracted on November 12th, 2015
     European Commission, http://ec.europa.eu/food/safety/labelling_nutrition/claims/index_en.htm, Extracted on November 12th, 2015
     European Commission, http://ec.europa.eu/food/safety/labelling_nutrition/claims/health_claims/index_en.htm, Extracted on November 13th, 2015
     European Medicines Agency, http://www.ema.europa.eu/ema/index.jsp?curl=pages/regulation/general/general_content_000208.jsp, Extracted on November 12th, 2015
     Facebook, https://www.facebook.com/business?campaign_id=467680900062214&placement=exact&creative=86515146909&keyword=facebook+for+business&extra_1=b5d1c0c6-aa2d-48d7-8d00-40b2201b118a, Extracted on November 12th, 2015
     Forschungsinstitut für biologischen Landbau, 7th survey on organic agriculture world-wide. 2015
     Helipraktiker.org,http://www.heilpraktiker.org/traditionelle-chinesische-medizin, Extracted on November 4th, 2015
     Hook IL, Danggui to Angelica sinensis root: are potential benefits to European women lost in translation? A review., J Ethnopharmacol. 2014 Feb 27;152(1):1-13. doi: 10.1016/j.jep.2013.12.018. Epub 2013 Dec 21.
     Howtobuypackaging.com, http://howtobuypackaging.com/how-much-does-packaging-cost/, Extracted on November 12th, 2015
     Hsu CC, Kuo HC, Chang SY, et al., The assessment of efficacy of Diascorea alata for menopausal symptom treatment in Taiwanese women. Climacteric. 2011 Feb;14(1):132-9. doi: 10.3109/13697137.2010.498594. Epub 2010 Jul 23.
     Jalan Masjid, Faculty of Medicine & Health Sciences, Universiti Putra Malaysia, Hospital Kuala Lumpur, 50586 Kuala Lumpur, Malaysia. Mal J Nutr 9(1): 19-29, 2003
     Kashefi F, Khajehei M, Alavinia, et al. Effect of ginger on heavy menstrual bleeding: a placebo-controlled randomized clinical trial. Phytotherapy Research 2015;29:114-119.
     Maruyama C, Araki R, Kawamura M, et al. Azuki Bean Juice Lowers Serum Triglyceride Concentrations in Healthy Young Women. Journal of Clinical Biochemistry and Nutrition. 2008;43(1):19-25. doi:10.3164/jcbn.2008039
     Medicines and Healthcare products Regulatory Agency, http://www.mhra.gov.uk/Howweregulate/Medicines/Herbalmedicines/PlacingaherbalmedicineontheUKmarket/TraditionalHerbalMedicinesRegistrationScheme/Scope/index.htm
     Rotem C., Kaplan B., Phyto-Female Complex for the relief of hot flushes, night sweats and quality of sleep: randomized, controlled, double-blind pilot study. Gynecol Endocrinol. 2007 Feb;23(2):117-22.
     Shih, C.-C., Liao, C.-C., Su, Y.-C., Tsai, C.-C., & Lin, J.-G. (2012). Gender Differences in Traditional Chinese Medicine Use among Adults in Taiwan. PLoS ONE, 7(4), e32540. http://doi.org/10.1371/journal.pone.0032540
     Ug-Ltd.de, http://www.ug-ltd.de/unternehmergesellschaft.html, Extracted on October 28th, 2015
     Xu J, Liu M, Xia Z., Will the Europe Union`s Traditional Herbal Medicinal Products Directive (Directive 2004/24/EC) be against traditional Chinese medicine in EU market?, J Evid Based Med. 2013 May;6(2):104-8. doi: 10.1111/jebm.12036.		zh_TW