The Modernization Of Time-honored Brands In Chinese Medicine Industry

Time-honored brands are pearls perceived in Chinese long history, unique identifier of the development of Chinese traditional medicine industry, which are accumulated by the ingenuity and tireless efforts of the fathers of Chinese traditional medicine, has become social and cultural heritage of contemporary society. Summarize the experience of the development of time-honored shops, and promote the modernization process of the Chinese medicine industry, is also an important part of the national rejuvenation. Shandong Dong-E-E-Jiao Corporation and Beijing Tongrentang, both are the leading companies of Chinese medicine industry, which have a great history and big achievements in the new situation. Shandong Dong-E-E-Jiao Corporation rely on the geographical advantages, focus on colla corii asini as major product, and actively explore new areas, has become one of the most dynamic and innovative enterprises of the Chinese medicine industry. With the historical resources of supplying royal drugs, Beijing Tongrentang use the collectivize advantage, follow the strategy of market diversification, has become the landmark of Chinese medicine industry. This paper reviews the developing process of the two companies in four dimensions:technology, health, management and brand, proposes new perspectives, has deepen the understanding of the modernization of Chinese medicine, contributes to form a better comprehension on this issue, and then sum up experiences and lessons, promote the modernization of Chinese medicine industry.