中药进入美国市场对策探讨.pdfVIP

中药进入美国市场对策研究 摘 要 中药进入美国市场是中药国际化战略的重要组成部分 它将为中药发展带 来更广阔的空间 本文结合中药的发展现状和趋势 采用分析对比方法,阐述了 中药进入美国市场的有利条件 结合植物药在美国市场的主要销售形式和销售 途径 勾画出中药进入美国市场的基本结构 与此同时 论文作者通过典型案 例和实际体会 分析了中药进入美国市场的成败因素 文章最后针对影响中药 进入美国市场的诸多问题 提出了解决对策和建议 以求为政府机构和有关部 门制定中药国际化发展战略提供参考 关键词 中药 市场 策略 美国 I The Study on the Marketing Strategy of the Traditional Chinese Medicine in USA Abstract Entering the medical market of USA is a part of strategy of Traditional Chinese Medicine (TCM) internationalization, which will bring about a huge development of TCM. In this thesis, the writer analyzed the advantages of TCM in the American Market, based on the present status and tendency of TCM development, and also figured out the outline of TCM market in USA, according to the current selling model of botanical products in the American market. In addition, the writer expounded the factors of TCM, either success or failure in the American market, in view of the typical cases and the working experiences in USA. Lastly, the writer brought forward the suggestions for the marketing strategies of TCM in USA, in the light of the various issues, which would obstruct TCM development in USA. The writer is willing to provide service for the decision-making of TCM internationalization. Key Words: Traditional Chinese Medicine, Market, Strategy, the United States of America, Internationalization II 引 言 中药是在中医基本理论指导下 用以防治疾病的药物 包括植物药 动物 药和矿物药 其中以植物药占极大多数 中药类产品是指中药材 植物提取物 中药制成品 包括中成药 饮片 保健品 化妆品及相关产品 党和政府一贯重视中药的发展,