"Made in China" needs "Chinese brand", and "Chinese brand" needs industrial support with original advantages. Traditional Chinese medicine industry is one of the few industries with independent intellectual property rights and original scientific and technological resources in China. Traditional Chinese medicine industry is a traditional industry, which needs to be guided by the theory of traditional Chinese medicine; Traditional Chinese medicine industry is also a modern industry, which needs to absorb modern scientific and technological achievements[1]How can the traditional Chinese medicine industry, which has both traditional and modern characteristics and needs to be inherited and innovated, achieve industrial upgrading? In the changing consumer demand, the collision between eastern and Western medical theories, and3Secondary industrial leatherUnder the new situation of life tide, how to make the traditional Chinese medicine industryAdapt to the requirements of modern market, innovate on the basis of inheritance, andIt is particularly urgent to upgrade the traditional Chinese medicine industry and better serve "healthy China". The State Council in the outline of the strategic development plan of traditional Chinese Medicine（2016—2030）》It is clearly stated in the document that "comprehensively improve the development level of the traditional Chinese medicine industry, promote the transformation and upgrading of the traditional Chinese medicine industry, and promote the digitalization, networking and intelligent construction of the traditional Chinese medicine industry". There may be many options for upgrading the traditional Chinese medicine industry, but in the third stage, which is characterized by intelligence, digitalization and informatization3Under the background of the sub industrial revolution, the coordinated integration of "Internet + traditional Chinese medicine" may be a feasible path.
1 Main obstacles to the upgrading of traditional Chinese medicine industry
1.1 Industrial upgrading and traditional Chinese medicine industry upgrading
The issue of industrial upgrading has always been concerned by both theoretical and practical levels. At present, it is generally believed that industrial upgrading refers to the evolution trend of industries from low technology level and low added value to high technology and high added value[2]. this definition includes the following main contents:（1）The standard to measure industrial upgrading is whether the overall added value of the industry increases; The（2）The base of industrial upgrading is innovation; The（3）Industrial upgrading must be accompanied by factor upgrading[3]Industrial upgrading includes not only inter industry and intra industry upgrading, but also intra industry enterprise upgrading and product upgrading[4]Michael•Porter believes that the various activities of each enterprise in the process of design, production and sales can be described by a value chain. The value chain exists not only in each business unit within the enterprise, but also between upstream and downstream related enterprises. In the context of economic globalization, withGerrifi[5]、HumphreyandSchmitz[6]Scholars, represented by, think that the industry of a country or region can be regarded as a global value chain（GVC）Its industrial upgrading can be seen as the climbing process of the enterprise and the industry as a whole on the value chain or between different value chains. The driving force of industrial upgrading comes from technology and demand. The industry relies on technology to upgrade to the upstream of the industrial chain, to independent R & D, to the downstream of the industrial chain and to brand channel capability.
Traditional Chinese medicine industry has health resources, economic resources, scientific and technological resources, cultural resources and ecological resources5It has the advantages of large resources and has the characteristics of both traditional and modern industries. From the perspective of traditional industries, the traditional Chinese medicine industry is an inseparable part of the traditional Chinese medicine system. Its industrial characteristics are obviously different from chemical pharmaceuticals. The traditional Chinese medicine industry chain is long, depends on natural resources, agricultural production and climatic conditions, and has strong regional characteristics[7]From the perspective of modern industry, the traditional Chinese medicine industry is a complete industrial system based on traditional Chinese medicine agriculture, with traditional Chinese medicine industry as the core, traditional Chinese medicine commerce as the link, and traditional Chinese medicine knowledge industry as the driving force. At present, each ring Festival benefits from scale and standardization, and gradually deviates from the characteristics of natural economy.
Due to its dual characteristics, the upgrading of traditional Chinese medicine industry not only has the general characteristics of industrial upgrading, but also has its particularity, that is, the development of traditional Chinese medicine industry is facing the challenges of "tradition and modernity, inheritance and innovation". At present, the literature on the upgrading path of traditional Chinese medicine industry is rare, and the relevant research mainly focuses on the modernization of traditional Chinese medicine industry. The essence of modernization of traditional Chinese medicine is how to perfectly combine the characteristics and advantages of traditional Chinese medicine with modern science and technology, and follow the laws of modern science to carry out all-round innovation in theory, technology, products and management of traditional Chinese medicine, so as to make it meet the needs of social development[8]The essence of modernization of traditional Chinese medicine industry is scientific and technological innovation, which can promote the upgrading of traditional Chinese medicine industry[9], the modernization and upgrading of traditional Chinese medicine industry have inherent identity. Therefore, the concept of modernization of traditional Chinese medicine industry better explains the connotation of the upgrading of traditional Chinese medicine industry.
1.2 Obstacles to the upgrading of traditional Chinese medicine industry
since20century90Since the s, the government, industry, education and research have actively promoted the modernization of the traditional Chinese medicine industry. On the whole, the traditional Chinese medicine industry has become a national strategic industry. At the same time, it should be noted that, as a traditional industry in China, the industrial upgrading with the modernization of traditional Chinese medicine industry as the main connotation is still relatively slow, facing many obstacles. Specifically, it is mainly reflected in the industrial chain, value chain and technology driving force.
First, the factors of traditional Chinese medicine industry chain. The industrial chain of traditional Chinese medicine includes all links of the industrial chain from planting, processing to circulation of traditional Chinese medicine. From the perspective of traditional Chinese medicine agriculture, as the source of the industrial chain, it is easy to be affected by natural environmental factors. The weak characteristics of agriculture, small-scale agricultural production and "cobweb effect" and other factors make the protection of endangered resources and standardized large-scale planting become restrictive factors. From the perspective of the traditional Chinese medicine industry, the standardization and intelligence of the production of the traditional Chinese medicine industry are not high. It is facing the pressure of both technology upgrading and product upgrading. From the perspective of traditional Chinese medicine business, it is necessary to innovate business forms and business models. At the same time, from the perspective of the whole industrial chain, the development of each link is uncoordinated, the degree of organization is low, and the industrial standards are missing, which leads to the difficulty in the evaluation of the quality control of traditional Chinese medicine, and the innovation power of the whole traditional Chinese medicine industrial chain is insufficient. In addition, the traditional Chinese medicine industry chain is long and there are many participants in the industry chain. Affected by the "bullwhip effect", the information transmission and feedback of customers' needs are hindered or the content is distorted. At the same time, the asymmetric information in the industry chain also increases the transaction cost of traditional Chinese medicine products.
Secondly, the value chain of traditional Chinese medicine. The upstream, middle and downstream of the value chain are R & D, production and circulation. The value chain of traditional Chinese medicine is a chain structure formed around traditional Chinese medicine products involving multiple industries. It takes the manufacturing of traditional Chinese medicine as the core and consists of R & D, manufacturing, marketing and service activities. These activities pass products and services to the final consumers through different stages. At present, the vertical extension ability of the value chain of traditional Chinese medicine industry up (R & D) and down (service, trade and logistics) is poor. Specifically, the protection and R & D of excellent traditional Chinese medicine resources in the upstream of the value chain are insufficient, that is, the inheritance and innovation are insufficient, and the theoretical innovation and standard innovation of traditional Chinese medicine need to be strengthened[10]The downstream circulation of traditional Chinese medicine in the value chain has some problems, such as low informatization, the traceability system has not yet been established, the brand construction needs to be strengthened, and the service system needs to be improved.
Finally, the dynamic factors of industrial upgrading. From the perspective of demand, consumers' demand for health products of traditional Chinese medicine has broad prospects, which is conducive to promoting the upgrading of the traditional Chinese medicine industry. From the perspective of supply, due to the difficulty in quality control and evaluation of traditional Chinese medicine products and the lack or imperfection of industrial standards, the information asymmetry problem of "bad money expels good money" exists, which leads to the lack of motivation for industrial innovation. The lack of technical promotion for upgrading has become the key problem restricting the upgrading of traditional Chinese medicine industry.
The analysis of the obstacles restricting the upgrading of traditional Chinese medicine industry shows that the upgrading of traditional Chinese medicine industry must use modern technology to solve the problems of industrial standards and quality evaluation, solve the problem of information asymmetry, and finally achieve "high quality and good price", so that enterprises can have the power to promote industrial upgrading. On the basis of analyzing the connotation of the modernity of traditional Chinese medicine, some scholars believe that any industry, including traditional Chinese medicine, has the problem of modern transformation. The basic reasons for its falling behind are the misunderstanding of technology and the lack of application of natural science and technology in traditional Chinese medicine[7]Therefore, to upgrade the traditional industry of traditional Chinese medicine, we must promote the full use of modern scientific means including evidence-based medicine, genomics, chemistry, molecular biology and information science, formulate a set of standard systems from R & D, production, quality control to safety evaluation and clinical application, and solve the problems of quality control and evaluation; Among them, information technology will play a great role in the modernization of traditional Chinese medicine. Through "Internet + traditional Chinese medicine", with internet information technology as the traction, the problem of information asymmetry can be solved well, customer perception, production visualization, product evaluation and quality traceability can be realized, and finally the development of relevant technologies can be driven to realize the upgrading of the traditional Chinese medicine industry.
2 “internet＋”Integration analysis with traditional Chinese medicine industry
Industrial convergence is a dynamic development process in which the same industry or different industries interact, penetrate and cross, and finally integrate into one, gradually forming a new industry[11]It is based on the premise of technology integration, blurring the technical boundaries between different industries, gradually realizing the integration of products, businesses, organizations and markets, and finally completing the whole process of industrial integration. Industrial convergence has changed the characteristics and market demand of the original industrial products, resulting in changes in the competitive and cooperative relations among enterprises[12]。
The concept of "Internet +" is defined by2012In, Analysys International put forward that its core idea is to integrate Internet technology with industry and service industry, and the key is innovation[13]"Internet +" promotes the innovative productivity of the real economy by giving play to its optimization and integration role in the allocation of production factors[14]。2015year3In June, Premier Li Keqiang put forward the "Internet plus" action plan for the first time in his government work report, requiring the use of Internet technology to drive the upgrading of traditional industries and create new business forms. At present, "Internet +" as an innovative information technology means, has penetrated into industries in various fields. The integration with other industries is not only the structural feature of the modern industrial system, but also the trend of modern industrial upgrading and development.
The collaborative integration of "Internet +" and traditional industries is to infiltrate and embed various links of the industrial chain such as agriculture, industry and service industry by using Internet information technologies such as mobile Internet, cloud computing, big data and the Internet of things, and to create new business forms, new business processes and new business models by improving the industrial technology level, so as to achieve vertical cooperation between the upstream and downstream of the industrial chain or horizontal integration between industries. At the same time, the industrial value chain model can also be innovated in the process of industrial collaborative integration. The value link node after innovation integrates the value of the Internet industry. Compared with the original industry, the integrated industry brings higher added value and greater profit space. In general, the industrial integration based on "Internet +" information technology can improve the industrial technology level and industrial added value, and achieve the goal of optimizing and upgrading the traditional industrial structure. The core connotation is shown in the figure1。
Internet information technology can promote industrial upgrading, including traditional Chinese medicine industry. Based on this, according to the analysis of the obstacles restricting the upgrading of the traditional Chinese medicine industry, the coupling foundation between the upgrading of the traditional Chinese medicine industry and the "Internet +" lies in the use of Internet information technologies such as mobile Internet, cloud computing, big data and the Internet of things, which can break the information asymmetry pattern existing in the development of the traditional Chinese medicine industry, integrate and optimize big data resources, and improve the overall technical level of the industry; Change the characteristics of traditional Chinese medicine products, and then change the production and consumption mode of traditional Chinese medicine products; This is of great significance for the upgrading of traditional Chinese medicine industry. Specifically reflected in the following aspects.
2.1 “internet＋”Integration with traditional Chinese medicine industry chain
2.1.1 Traditional Chinese medicine agriculture Big data can be used, based on Remote Sensing Technology（RS）Geographic Information System（GIS）Global positioning system（GPS）Etc“3S”Technology to carry out general survey, dynamic monitoring and early warning of traditional Chinese medicine resources, and systematically collect relevant information such as types, distribution, reserves and change trends, cultivation and wild conditions, acquisition, demand and quality of traditional Chinese medicine resources[15]The Internet of things and other technologies are used for traditional Chinese MedicineStandardized planting. The development level of traditional Chinese medicine agriculture in China is relatively backward as a whole. Fertilization, irrigation, harvesting, processing and other links during the planting period still depend on traditional experience to a considerable extent. The type, amount and period of nutrient elements required by some medicinal materials during the planting process, as well as the amount and period of water required are not clear; Or even if there are standard operating procedures for planting medicinal materials（SOP）It is not known whether it is actually implemented or operated in violation of regulations in actual production. The above problems are not only difficult to support the standardization of the production of traditional Chinese medicine, but also difficult for downstream users to accurately grasp the details of the production of traditional Chinese medicine. Using the Internet of things technology, through the temperature sensor, humidity sensorpHValue sensor, optical sensor and other equipment to detect the temperature, relative humiditypHValue, light intensity, soil nutrients and other physical parameters, so as to understand the growth needs of traditional Chinese medicine in real time, ensure a good and suitable growth environment for traditional Chinese medicine, and improve the yield of high-quality genuine medicinal materials[16]Secondly, through the application of Internet of things technology, monitor and search the data information in the process of planting medicinal materials, so as to provide a basis for future quality traceability.
2.1.2 Traditional Chinese medicine industry Promote the digitalization, networking and intellectualization of the traditional Chinese medicine industry. For example, through "manufacturing execution system"（MES）It can realize the automatic control of the production process and effectively improve the quality of traditional Chinese medicine products. Through industrial Internet, Internet of things, cloud computing and other information technologies, data mining is carried out to provide support for production decisions. Through the mobile Internet, production visualization can be realized and relevant information can be pushed directionally to dispel customers' doubts.
2.1.3 Chinese medicine industry chain as a whole Using the big data of traditional Chinese medicine information, establish a cloud platform, integrate the upstream traditional Chinese medicine planting, traditional Chinese medicine production and customer demand information, release the price index of traditional Chinese medicine and other relevant information, guide production and consumption, and prevent and resolve the price and quantity fluctuation risk of traditional Chinese Medicine and other products.
2.1.4 Quality management and quality traceability system In the process of the whole industrial chain of traditional Chinese medicine, Internet information technology, such as electronic labels, is used to collect and collect the relevant data of the planting, processing, circulation and other links of traditional Chinese medicine[17]Through the production quality information real-time monitoring system and based on process analysis technology（PAT）The application of the intelligent control system of the system promotes the traceability of the source of traditional Chinese medicine, the monitoring of the process and the tracking of the process; In order to build a quality management and quality tracking system for the whole process of the production and circulation of traditional Chinese medicine, it is not only conducive to gradually improve the quality of traditional Chinese medicine products and ensure the safety of medication, but also enable the government to strengthen real-time supervision, greatly improve the information asymmetry pattern, and greatly enhance the brand value.
2.2 “internet＋”Integration with the value chain of traditional Chinese Medicine
The integration of the "Internet +" value chain of traditional Chinese medicine is mainly reflected in the integration of several value chain nodes, such as R & D, production, marketing and service. The integration of nodes such as traditional Chinese medicine manufacturing and traditional Chinese medicine information service has been explained in the integration process of "Internet +" and traditional Chinese medicine industry chain. The following mainly analyzes the collaborative integration of "Internet +" with traditional Chinese medicine R & D and circulation.
2.2.1 Integration of "Internet +" and R & D of traditional Chinese Medicine Massive data will be generated in all links of the traditional Chinese medicine industry chain. Collecting these data can establish a big data platform for traditional Chinese medicine information. For example, big data technology is used to collect, sort out and mine the classics, prescriptions and other documents of traditional Chinese medicine, so as to provide basis for the "secondary development" of traditional Chinese medicine; It is also possible to improve the R & D level of new Chinese medicines by establishing an information-based integrated R & D platform, adopting the Internet-based and user involved maker R & D model, and using information technology to assist R & D.
2.2.2 Integration of "Internet +" and circulation of traditional Chinese Medicine "Internet ＋"Traditional Chinese medicine" can innovate business forms and business models. Using mobile Internet technology and mobile terminals to carry out cultural communication of traditional Chinese medicine and popular science activities of traditional Chinese medicine products, stimulate the demand for traditional Chinese medicine products. Secondly, build an "Internet +" e-commerce platform for traditional Chinese medicine and create an online and offline marketing system to promote the sales of traditional Chinese medicine products. It can also transfer the needs of patients and users to the R & D and production of traditional Chinese medicine through cloud computing, big data and other technologies to form a "closed loop" of the traditional Chinese medicine industry chain and build an intelligent industry ecosystem[17]。
3 “internet＋traditional Chinese medicine”Promoting industrial upgrading through collaborative integration of
"Internet +" is not only an information technology and a means to transform traditional industries and other industries, but also a way of thinking, that is, shared thinking. It is also a development strategy of China. It is precisely because of the coupling foundation between "Internet +" and various links of the traditional Chinese medicine industry chain and value chain that the particularity of the traditional Chinese medicine industry can be organically combined with the universality of Internet information technology, and finally the coordinated and integrated development of "Internet + traditional Chinese medicine" can be realized.
The so-called collaborative integration of "Internet + traditional Chinese medicine" is to realize the deep integration of "Internet +" and traditional Chinese medicine industry by taking the coupling of "Internet +" and various links of the traditional Chinese medicine industry as the premise, the Internet as the carrier, and mobile Internet, cloud computing, big data, Internet of things and other information technologies as means. The collaborative integration of "Internet + traditional Chinese medicine" makes the integration of production factors and resource factors more convenient, the vertical and horizontal modules are opened, the transaction cost is reduced, the problem of information asymmetry in the traditional Chinese medicine industry is effectively solved, the quality control and evaluation level of traditional Chinese medicine products are improved, and the industrial innovation power is enhanced. The collaborative integration of "Internet + traditional Chinese medicine" uses modern science and technology to innovate on the traditional basis, promotes the modernization process of the whole industry chain of traditional Chinese medicine, forms an intelligent traditional Chinese medicine industry ecosystem, promotes the upgrading of traditional Chinese medicine industry technology, R & D, marketing, brand and communication, and plays a positive role in better meeting the market demand oriented by the efficacy of traditional Chinese medicine products.
References (omitted)
To Source: fengzhipei, Zhang However, Peng daiyin Research on the collaborative integration of "Internet +" and the upgrading of traditional Chinese medicine industry [j]. Chinese herbal medicine, 2018, 49 (24): 5980-5984