Research On International Marketing Strategies Of Shanxi Guangyuyuan

Traditional Chinese medicine is the "national essence" of China rooted in our traditional culture, which is also one competitive products in the international medicine market. In recent years, the traditional Chinese medicine has an increasing influence globally as the ecological environment deteriorating and our life style changing. And national consumers have a higher awareness, deeper understanding and stronger acceptance of the medicine. In the international medicine market, traditional Chinese medicine has entered an unprecedented developing stage.Shanxi Guangyuyuan is the ancestor of Chinese enterprises founded in1541A.D. It is not only one of the "Four largest pharmacies in Qing Dynasty", but also one of the "Chinese Old Brand". In recent years, Guangyuyuan has persisted in reform and innovation to keep excellent business success and developing. Facing the development opportunity in international medicine market, Guangyuyuan is also want to grasp the opportunity to go abroad and enter the international market as well as its wide reputation in the domestic market.This article aims to use the international marketing and international trade theories to do the research on international marketing strategy of Shanxi Guangyuyuan. In the first place, analyzing the strengths, weaknesses, opportunities and threats of Guangyuyuan product in the international market. In the second place, using the STP analysis to focus Southeast Asia and Chinese as the target market and market position of the product. Based on the analysis of target market and market position of the product, this paper makes out an international marketing mix strategy named4Ps.Finally, to ensure that international marketing mix strategy can be implemented more effectively in Southeast Asia and the Chinese market, the article also puts forward a corresponding safeguard measures. Facing the opportunities and challenges brought by the international medicine market, it is far more significant to know how to enhance the advantage and avoid the disadvantage, so as to make the proper marketing strategy for a long successful development in the international market.