中药企业海外市场跨文化营销策略的研究.docxVIP

Abstract The Traditional Chinese Medicine (TCM) is a traditional cultural treasure of China. For thousands of years, it has made tremendous contributions for the health and the multiply of our nation. However, the status of TCM is always lower than the western medicine in global medicine market. In recent decades, the disease spectrum of human beings changes to a great extent. At the same time, some disadvantages of chemotherapy such as the poor efficacy, some toxic side effects and drug resistance have become increasingly prominent. People from all over the world began to advocate RETURN TO NATURE, and the natural medicines are more and more worshipped. As the representative of natural medicine in the world, TCM has a series of advantages such as good curative effect, little adverse reaction, and a wide application scope. Therefore, it begins to be watched and focused on by worldwide attention. This thesis discusses strategy of TCM enterprises’cross-cultural market development from the perspective of the enterprises themselves instead of TCM industry. Firstly, it introduces some models of cross-cultural market development. On basis of comparing cultural differences between TCM and western medicine, the thesis proposes that the only sally port for TCM enterprises’entering western market is official medicine qualification certification of western countries themselves. After that, the paper analyzes models of cross-cultural marketing of Tongrentang, Enwei, Sanjiu, and Tasly Group, and points out that when a Chinese enterprise tries to exploit overseas market, it could begin with market of similar culture in ethnocentrism to accumulate some cross-cultural market developing experiences and capital. For the next step, it could try to open western medicine market in polycentricism because of the huge potential interests there. Based on this, the thesis makes a concrete analysis of the entrance to American market that TCM enterprises could get help from, which includes tr