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ABSTRACT
TraditionalChineseMedicine(TCM)ispartandparcelofChineseculture,which
hasalonghistory.TCMisnotonlyanoldandrisingindustry,butalsooneofthefew
industrieswithprimaryintellectualpropertyinChina.Alongwithcomingoftrendof
ReturningNatureandGreenConsumptionwithintherangeoftheworld,ittends
topaymoreattentiontonaturalmedicines.Themarketshareofnaturalmedicinesis
risingwithrateof20%-30%.Therefore,TCMhasabrightandbroadprospectin
worldmarkets.
UnderthebackgroundofglobalizationofeconomyandaccessiontoWTOof
China,Chineseeconomywasjointingwithworldmarkets.Chineseenterpriseshave
moreopportunitiestofacecompetitionfromtransnationalmedicinalcorporations.But
ontheotherhand,Chineseenterpriseshavetobeconrfontedwithlotsofdifficulties
suchasculturaldifference,lawobstacle,andtechnicalbarrierstotrade(TBT)during
internationalizingoperation.Howtoovercomethedifficultiesandfindawaytoopen
theinternationalTCMmarkets?Howtoconstructthecompetitiveadvantagesof
ChineseTCMenterprises?Theseareproblemsforallcorporationsaimatnotonly
domesticmarket,butalsointernationalizingoperation.
Tongrentang(Group)Co.isanoldandveryfamousTCMenterprisewithmore
than300yearshistory.High-qualityherbalmedicineproductsandreputedbrandare
thecorecompetencesofthiscorporation.HutchisonWhampoaI,td.,HongKong,said
itssubsidiaryHutchisonChineseMedicineInvestmentI.td.hasargeedtoformajoint
venturewithChinaBeijingTonrgentang(Group)Co.todevelopandinvestina
traditionalChinesemedicinebusinessinNovember2003.Thissuggestedthat
Tonrgentangquickenedthestepsofinternationalizingoperationactivelyand
effectively.Throughmorethan10yearsofinternationaloperation,Tongrentanghas
accumulatedmuchvaluableexperience.Thispaperanalyzestherelativeproblems
concerninginternationalizingoperationofTCM enterprisesbydiscussingthe
Tongrentangcase.
Thepaperisdividedinto5chapters.
Chapter-1reviewsclassicaltheoriesofinternaliz吨 operationofenterprise.
AccordingtoEclecticTheoryofIntern
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