On Marketing Solution To The Dilemma Of Traditional Chinese Medicine Products In E. U.

Traditional Chinese medicine(TCM), as one of the area that china has comparativeadvantage and competitiveness in the international market, has great potentials for fastgrowing and strong capability for development.E. U. takes 40% of the whole world herbal medicine market share, and increased about10% every year. Because European has a long history of using herbal medicine, there are highlevel of cognition and acceptance of herbal medicine among them. With the spread ofacupuncture and the increasing influence of china, European people pay more attention tochina and Chinese culture as well as traditional Chinese medicine, their knowledge aboutTCM has been greatly improved. All of these provide traditional Chinese medicine greatopportunities to enter the herbal medicine market of E. U.However, recently, E. U. strengthened the management of traditional medicine by seriesof directives. On one hand, E. U. acknowledged traditional herbal medicine can be registeredas medicine, and provide a simple registration procedure; On the other hand, TCM applyingfor simple registration procedure will encounter several difficulties, such as shortage ofregistration capital, deficiency of safety application evidence in E. U., trade barriers etc. Howto face the opportunities and challenges brought by E. U. 's traditional medicine registrationdirectives, and successfully overcome E. U. 's technical barriers to trade become an urgentproblem that need Chinese herbal medicine export enterprises to solve as soon as possible.Through deeply inspection of TCM's export status quo, the author finds out the keyobstacles which prevents TCM from E. U. 's medicine market as well as how it comes intobeing. By using mega-marketing theory, the author is in hope of giving feasible proposals andvaluable suggestions to help TCM successfully get medicine identity in E. U., and hasgreater development there.