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KMID : 0861120120160020053
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Korean Journal of Oriental Preventive Medicine
2012 Volume.16 No. 2 p.53 ~ p.65
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Analysis of Korean Medicine Market and Strategies after the conclusion of a Korea-China FTA through the Scenario Planning Approach
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Kim Jung-Min
Lim Byung-Mook
Shin Mi-Suk
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Abstract
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Objectives : This study aimed to analyze the fundamentals of a Korea-China FTA and suggest strategies for Korean medicine market that correspond with each scenario selected from foreseen circumstances after the conclusion of the FTA through the scenario planning, which is one of management techniques.
Methods : Four scenarios have been established by means of key questions : the scope of FTA, health care policies, and the combination of western medicine(WM) and Korean medicine(KM). Each scenario is defined as the Maximized Competitive Market, Neutral Market, General Completive Market, and Conservative Market. This study suggests brand marketing, extending of health insurance coverage, launching local network, and strategy for Korean medicine based health promotion programs.
Results and Conclusions : Although Korean medicine could be prompted by the trade policies between ountries, related studies are very limited. Therefore, more research is needed to suggest the detailed strategies for change of Korean medicine market through various strategic analysis tools.
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KEYWORD
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scenario planning, FTA, Korean medicine, traditional medicine, market analysis
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