中药企业海外市场跨文化营销策略探究.doc

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2016-09-25 发布于安徽
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中药企业海外市场跨文化营销策略探究.doc

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AbstractTheTraditionalChineseMedicine(TCM)isatraditionalculturaltreasureofChina.Forthousandsofyears,ithasmadetremendouscontributionsforthehealthandthemultiplyofournation.However,thestatusofTCMisalwayslowerthanthewesternmedicineinglobalmedicinemarket.Inrecentdecades,thediseasespectrumofhumanbeingschangestoagreatextent.Atthesametime,somedisadvantagesofchemotherapysuchasthepoorefficacy,sometoxicsideeffectsanddrugresistancehavebecomeincreasinglyprominent.PeoplefromallovertheworldbegantoadvocateRETURNTONATURE,andthenaturalmedicinesaremoreandmoreworshipped.Astherepresentativeofnaturalmedicineintheworld,TCMhasaseriesofadvantagessuchasgoodcurativeeffect,littleadversereaction,andawideapplicationscope.Therefore,itbeginstobewatchedandfocusedonbyworldwideattention.ThisthesisdiscussesstrategyofTCMenterprises’cross-culturalmarketdevelopmentfromtheperspectiveoftheenterprisesthemselvesinsteadofTCMindustry.Firstly,itintroducessomemodelsofcross-culturalmarketdevelopment.OnbasisofcomparingculturaldifferencesbetweenTCMandwesternmedicine,thethesisproposesthattheonlysallyportforTCMenterprises’enteringwesternmarketisofficialmedicinequalificationcertificationofwesterncountriesthemselves.Afterthat,thepaperanalyzesmodelsofcross-culturalmarketingofTongrentang,Enwei,Sanjiu,andTaslyGroup,andpointsoutthatwhenaChineseenterprisetriestoexploitoverseasmarket,itcouldbeginwithmarketofsimilarcultureinethnocentrismtoaccumulatesomecross-culturalmarketdevelopingexperiencesandcapital.Forthenextstep,itcouldtrytoopenwesternmedicinemarketinpolycentricismbecauseofthehugepotentialintereststhere.Basedonthis,thethesismakesaconcreteanalysisoftheentrancetoAmericanmarketthatTCMenterprisescouldgethelpfrom,whichincludestryingtomakeasimpleantiviralrecipegetthemedicinequalificationcertificationlicensefromAmericanFoodandDrugAdministration(FDA)andmakeothercompoundmedicinegetlicensesfromUnitedStatesPharmacopeia(USP)IIwhichhelpsthempositioninhighgradehealthfoods.Intheend,thepaperputsforwardagradualoverseasmarketexploitings