The Research Based On "Hua Tuo Mode" For International Trade Of Traditional Chinese Medicine

ObjectiveGuangzhou pharmaceutical group miracle pharmacy "Hua Tuo Zaizao Wan" successful models of international marketing, which is generally accepted in the industry, and is called the "Hua Tuo Mode" opens up "the world with Chinese medicine practice" international marketing mode of Chinese medicine. This paper put forward and verifies six assumptions about advertising investments、 apply for approval of investment、agent annual sales revenue and "Hua Tuo Zaizao Wan" sales, sales profits, to obtain key successful factors about "Hua Tuo Mode". Comparatively analyses successful international experience in strategic marketing of the other three Chinese Material Medical enterprises, put forward the analysis framework of "Chinese medicine chain international marketing analysis chain", this thesis is aimed to make suggestions on the small and medium enterprises in Guangdong province to create their international marketing strategies according to their actual abilities and local characteristics.MethodsThis article uses theoretical and empirical analysis to search the critical success factors of "Hua Tuo Mode. In the process of theoretical analysis, international marketing strategies, objectives marketing strategy, marketing planning strategy theory model are used to analyze the three level index of the critical success factors. In empirical analysis, this paper uses the interviewing method, key successful factors analysis method, and evaluation method of strategy elements matrix for selecting、adjusting and determining the key successful factors indicators found by the theoretical analysis, and determines the index system. Using data to text and verify the critical success factors. Finally by the method of comparative analysis, compares e Hua Tuo mode and the other domestic enterprise’s marketing mode to get success factors that are common in traditional Chinese medicine.ResultsThis article has three main results:1) through the case analysis, this paper put forward a simple analysis tools-" Chinese medicine international marketing analysis chain", which is suitable for enterprises to carry out international marketing strategy, establishes " Chinese medicine international marketing performance evaluation indicators"2) through empirical analysis,"propaganda investment" in the "Hua Tuo Mode" and "agent sales ability" are key successful factors of "Hua Tuo Mode";3) the analysis results show that the "strategy of big five" is common model of four enterprise international marketing success component, while sets up the industry benchmark international marketing mode is the biggest advantage of "Hua Tuo Mode".ConelusionsReference to the successful marketing of " Hua Tuo Mode ", combining with the other three domestic enterprise which are successful in international marketing, the paper comes up with three opinions for the domestic small and medium traditional Chinese medicine enterprise in improving international marketing performance:1) perfect strategic management and establish flexible strategy mode;2) strive for the authority institutions of quality certification and the access approval, which can help obtaining sales access and protection right;3) make strategy route from neighbor to worldwide, using near source culture to enter international market;4) adhere to various forms of cultural propaganda, improve the culture connotation and market value of the product and the enterprise;5) cooperate with agents with have rich resources to expand the marketing and sales scope of product.