Research On The Strategies Of Brand Internationalization Of Beijing Tongrentang

With the strengthen of the health care consciousness, more and more world-wide consumers, especially those in Europe and the United States, have preferred the green food and natural production. Traditional Chinese Medicine (TCM) which is the treasure of the Chinese traditional civilization, meets the needs of the consumers' everyday life. At the same time, because the governments of different countries have kept reducing the standard of plant medicine, the international market of plant medicine is increasing at the speed of 30% each year. All these offer an unprecedented opportunity for Beijing Tongrentang's internationalization.Globalization and integration of the world economy make the Brand Internationalization possible and indispensable, the International Band has become the goal of many modern enterprises. The enterprises, especially the Chinese enterprises must choice the way of the Enterprise Internationalization, especially of the Brand Internationalization, if they want to enter the world market and determine to be the Multinational Corporation. The Brand Internationalization not only helps the modern enterprises achieve great success in the competition of global market, but also make them develop steadily and sustainably.The old store of Beijing Tongrentang with a history of 339 years, founded in 1669, is the most influential famous old herbal medicine shop in China. As early as the establishment of Tongrentang, the strict regulations, such as "assist the society and preserve the people", "Faire principle", "Genuine goods and reasonable price", and so on, have been defined. After more than 330-year's development, the medicines and chemical reagents of Tongrentang are well-known all of the world because of its unique prescriptions, excellent medicinal materials, perfect craftsmanship and good curative effects. In the process of the Brand Internationalization, it has become an essential problem for Tongrentang that how to improve the quality and value of the brand, and what to do for make Tongrentang the dominant brand and international brand.This article will combine the theories with the practices of Tongrentang's establishment and development, and probe the problems of its brand internationalization. According to the analysis from the process of the Brand Internationalization of Beijing Tongrentang, the advantage and disadvantage of the strategy of its brand internationalization will be pointed out. On base of it, some effective strategic measures for the Brand Internationalization of Beijing Tongrentang will be put forward in this article.