Hundreds of years, Herbal tea with regional characteristics is the folk medicine form. In the 1990s herbal tea bring into the industrial production, but there is no breakthrough the regional limits before 2003.howerver, in 2003, Wang LaoJi change herbal tea "herbal tea" image into a national beverage brands rapidly, and scored the overseas market. herbal tea rapidly become the focus of public concern, the rapid growth of market sales and huge market space attracted many followers, many Chinese manufacturing enterprises and beverage production enterprise quickly into the herbal tea industry, herbal tea trade rapidly become industry in the few years. The Herbal tea industry has many brand now, however, only a small quantity of leading enterprises seek a few profit, numerous enterprise still lose money. After the boom of rapid development, currently herbal tea industry has come to the tiredness, such as the weak industrial innovation ability, higher industrial concentration phenomenon. The herbal tea industry shows the present situation of the development of deformity. How to make innovation has become the strategic key whether the herbal tea industry can development healthily。 The most basic functions and purpose of the industrial innovation is to realize the upgrading of the industrial structure, to promote the industry development. Yet blindly change or solely individual's innovation behavior will also give enterprise and industry the disaster. The realization of industrial innovation is a complicated system, III which requires the government, industry, and individual enterprise to work together. The government policy on how to guide, industry should be how to layout, Enterprise should be how to operate are all the important influence factors in the development of industry. Through the study, this paper comprehensively shows the evolution and situation of the industrial development, and finds some obstacles hindering herbal tea industry development through the field investigation. At the same time, By studying in enterprise internal successful case，concerning about how they make innovation to development their enterprise, we can gain a successful enterprise innovation strategy which can provide reference for the innovative development. Finally combined the macroscopic background with micro level findings, it is possible to get some herbal tea industry innovation and practical experience from the enterprise, government, industry aspects. The herbal tea from a private self-help type of health decoction development into an innovative beverage, through constant innovation, and get a huge market success. Evolution from the herbal tea innovation, we get a number of enlightenment of practicality on innovative development of Chinese medicine, which have practical significance for the Guangdong-Macao Cooperation to development the health industry. Keyword: Herbal tea industry, Innovation strategy, Health industry, Guangdong-Macao Cooperation

涼茶上百年來一直是帶有地域特色的民間醫藥形式。在 20 世紀 90 年代涼茶 開始投入了工業生產，而在 2003 年以前涼茶一直沒有突破地域限制，只到 2003 年，以王老吉為代表的涼茶迅速轉變了其“藥茶”的形象，轉眼間成為一個全國 性的飲料品牌，並打入了海外市場。涼茶飛速成為大眾關注的焦點，其飛速的發 展史和巨大的市場空間吸引了眾多的追隨者，眾多的中藥生產企業和飲料生產企 業迅速進入了涼茶行業，涼茶行業在短短的幾年時間裡迅速發展成了產業。 目前在涼茶行業擁有眾多的品牌，然而，在整個涼茶行業中只有幾家領頭羊 企業盈利，而眾多的追隨企業仍處於虧損階段。在經歷了飛速發展的熱潮後，目 前已經走到了發展的疲倦期，產業創新能力弱，產業集中度過高等現象。涼茶產 業表現出畸形發展的現狀。企業自身應該怎麼創新已經成為關係涼茶產業健康發 展的戰略關鍵。 產業創新最根本作用及目的是實現產業結構升級，推動產業發展。然而盲目 的改變或者僅僅依靠單項的創新行為同樣會給企業和產業的發展帶來災難。產業 創新的實現是一個系統因素，需要政府、產業和個體企業共同做出貢獻。政府在 政策上應該怎樣去引導，產業應當怎樣佈局、企業應當怎樣操作都是產業取得發 展的重要影響因素。 通過研究，本文全面的展現出了產業的演進歷程和發展現狀，並通過實地調 研發現了一些阻礙涼茶產業發展的障礙。同時，選擇了產業內部成功的企業為案 例進行了深入研究，關注它們是怎麼通過創新實現企業的發展，從中得到了成功 涼茶企業的創新策略，為企業的創新發展提供借鑒。最終結合宏觀層面的背景及 微觀層面的發現，從企業、產業、政府三個層面，結合實際得到了一些涼茶產業 V 創新的實用經驗。 涼茶從一種民間自助型保健湯藥，經過不斷的創新，發展成為一種創新型飲 料，並取得巨大的市場成就。從涼茶創新演進歷程中我們得到了一些針對中醫藥 創新發展的實用性啟示，這些啟示對於即將開展的粵澳合作發展健康產業具有實 用性意義。 關鍵字：涼茶產業 創新策略 粵澳合作 健康產業