Research Of Strategies Of Chinese Medicine Opening Up The International Market

Chinese medicine, passed by generations through hundreds of years, is the precious wealth of the Chinese nation. It has made great contributions to China's prosperity and security undertakings of medicine and health. As the home to Chinese medicine,China boasts abundant and professional resources. Recent years,with the increasing demand of natural plant medicine of the international market,the usage and influence of natural medicine keep expanding,which brings opportunities for Chinese medicine to open up the international market. However, because of cultural differences between China and western countries, Chinese medicine has not yet been widely recognized and accepted by the international natural medicine market. Many problems of opening up the international market still exist in such aspects as culture spreading, brand shaping and channel constructing. Grasping the opportunity of the fast growing international natural plant medicine market, carrying out correct strategies of Chinese medicine opening up the international market, as well as promoting Chinese medicine internationalization, all have significance.By analyzing the export situation of Chinese medicine, this dissertation finds out the key points which result in the failure of Chinese medicine to fully open up the international market, and then analyzes the root of the problems to make breakthroughs. The main difficulties about Chinese medicine exploring the international market are: the problems of Chinese and western cultural difference and the problems of brand building and channel building. As the result of the difference cultural cognition, Chinese medicine is hard to explore outdoor market due to western hard understanding of Chinese medicine culture , the differences of two languages concept and consumers'different medical care habits and so on. The control of foreign law and policy, the complexity of foreign markets and media and several other aspects form the brand building difficulties when Chinese medicine explores international market. The distribution of Chinese medicine channels, the control of channel members and the channel reflection mechanism and other aspects form the channel construction difficulties in Chinese medicine in the outdoor market. Combining theories of strategic management and of cultural differences, the dissertation proposes the strategic model of opening up the international market from the aspects of culture spreading, brand shaping and channel constructing, and puts forward concrete implementing methods and security measures. This article puts forward the strategy of Chinese medicine culture, brand building and channel building strategy creatively. The article puts forward two kinds of modes to promote the development of Chinese medicine culture, which based on the cultural differences between target market and our culture. Similar culture—the home country oriented culture mode and different culture—the host country oriented culture mode. This article proposed two kinds of strategy modes from the view of dominant and implicit brand building. The dissertation find two key elements affecting the success of the channels by using key successful elements method on the basis of the basic model of Chinese export marketing channels: purchase convenience and the ability of information communication. So, during the building of distribution channels of Chinese medicine exportation, we should pay full attention to purchase convenience of consumer and the ability of communication. Finally, combining the reality of specific enterprise, the dissertation discusses its strategies of opening up the international market.By the research, the dissertation expects to make a contribution for Chinese medicine to opening up the international market.