Study On Global Marketing Strategy For Traditional Chinese Medicine And Health Food In China As Food Supplement

With the development of economy and society,human’s standard of living improves greatly.Globally,the life expectancy of human is increasing owing mainly to the improvement of healthcare level.As people have become more health-conscious,disease prevention,body strengthening,anti-aging and life prolonging have become the common theme for healthcare all over the world.After China has become a member of WTO,the global economic integration has lead unprecedented opportunities to Chinese healthcarc industry.On the other hand, great impact and challenge were inevitably brought upon by foreign enterprises.It is valuable to study on how to deal with the increasing competition in the environment of global economic integration for traditional Chinese medicine and health food industry.The objective of this paper is to propose a global marketing strategy for traditional Chinese medicine and health food in China as food supplement that could lead to global mass deployment.The theory behind traditional Chinese medicine and health food in China as food supplement is formulated from thousands of years of successful experiences and history,and the efficacy and safety of herbal medicine can now be tested with the current technology and science.In order to search for suitable products for the global market,economic,political and cultural differences and needs must be considerably taken into account.This paper first examines the issues of current marketing strategies used in the traditional Chinese medicine and health food in China as food supplement.After analysis of global economic,political and cultural environment,the framework and domain strategy of global marketing are formulated. Basing its foundation on the market-oriented 4P theory(Product,Price,Place. Promotion),this paper supports its views with the consumer-oriented 4C theory (Customer,Cost,Convenience,Communication) and the dynamic 4R theory (Relativity,Reaction,Relation,Retribution).Furthermore,this paper extends the marketing strategies to leverage the existing internet and e-commerce infrastructure.A new way of global marketing is proposed for traditional Chinese medicine and health food in China as food supplement to enhance the level of service,the ability to compete,the number of long-term customers and the development of herbal medicine industry.