Based On SWOT, Lingrui Pharmaceutical Has Developed A Marketing Strategy Research In North America

Traditional Chinese medicine is the precious wealth left by our ancestors,and Chinese medicine industry is also one of the few industries with original intellectual property;besides,with the development of economic globalization and the improvement of Chinese medicine recognition,all of these provide a broad platform and a rare opportunity for Chinese medicine enterprises to explore the international market,so the international marketing strategy of "going abroad to the world " has become the inevitable choice for Chinese medicine enterprise,which is significant no matter for driving the economic development of our country or for promoting China's cultural communication.However,the road that moves towards internationalization is not smooth,where there are a lot of problems about enterprises or foreign environment.Therefore,it is the top priority for Chinese medicine enterprises to seek and implement some appropriate and effective international marketing strategies on the way of exploring the international market.This paper attempts to take Henan Lingrui for research object and use the related theories to analysis and study its marketing strategy about exploring North American market.This paper first introduces the operating status of Henan Lingrui pharmacy and the reason of exploring the North American market;then analyzes the internal strengths and weaknesses and the external opportunities challenges of Henan Lingrui pharmacy to explore North American market by using SWOT analysis method;and finally tries to study the marketing strategy of Lingrui pharmacy to develop the North American market from the aspect of product,price,place and promotion by using 4Ps marketing strategy.Based on the analysis above,we can see although traditional Chinese medicine products has not fully step into the mainstream market in North America,the attitude of American government and consumers to traditional Chinese medicine culture has changed a lot.They slowly contact and recognize the medical theory system from the oriental country.Therefore,the Chinese medicine enterprises must seize the opportunity,adapt to the trend and try to occupy a space in the global pharmaceutical market by creating their own brands and enhancing their own competitiveness.