The Clinic Of Tcm Development Situation, The Strategic Choices And Countermeasures Research

[Background and Objective] In recent years, the pace of internationalization of Chinese medicine continues to accelerate. The U.K is the European cultural center and one of birthplaces of modern medicine. Its pharmaceutical policy and development trend as a leading role have great influence on medicine of countries all over the world, especially in Europe and the United States. In the process of internationalization, there is an existence situation which called " the world looked upon to Europe and Europe looked upon to British". There are about4000Chinese medicine clinics in United Kingdom, playing an important role in the dissemination and development of Chinese medicine. Due to great differences in history, culture, custom, legislation etc. the circumstance of Chinese medicine clinic in United Kingdom is more complicated, which difference from that in china, and showing its unique characteristics.In this study, through survey and research, I will write a preliminary report of British Chinese medicine, development and management. Then I will continue to study of the advantages and disadvantages of different operating mode deeply and finally put forward the appropriate British Chinese medicine clinic development strategic choice and strategy suggestions.[Method] The author has taken part in the research development of the internationalization of Chinese medicine. The study makes full use of the research data and references about Chinese medicine experts’opinions by literature research, questionnaire, expert interviews and so on. I have obtained intern research material through the Association of Traditional Chinese Medicine in UK. Meanwhile, Carrying out special investigation aimed at the development patterns and strategy etc. Eventually, Putting forward the appropriate British Chinese medicine clinic development strategic choice and strategy suggestions by SWOT analysis and interview materials.[Conclusions] This study found that the constitute of practitioners are not pure:there are some practitioners who are not have qualification except for the domestic Chinese doctors and British Chinese medicine (acupuncture) doctors. The great majority of diseases are the chronic disease. Doctors usually adopt such therapies as acupuncture, massage, and Chinese medicine. Moreover, medical quality of Chinese medicine clinic in the U.K is still at the primary level, almost depending on doctors’ discipline. In the meantime, the traditional Chinese medicine clinics in Britain also reflect the different clinic management, which emphasis is different such as medical appointments, protection of patients’ privacy etc.The lax regulatory environment, the attitude of the government, the country’s health care system functional vacancy and the British public recognition give opportunities for the development of Chinese medicine clinics in the U.K; while the lack of effcctive supervision, the limit to the use of traditional Chinese medicine and the factor that it is not included in the category of insurance etc. hinder its development. Chinese medicine clinics should grasp their own advantages through the niche marketing strategy, a clear market positioning and target markets with convenient services, reasonable prices for the various types of chronic diseases to provide high quality medical service for patients of senile diseases and sub-health crowd. As for the long-term development, continuously strengthen their own advantages to take lead in the field of Chinese medicine clinics when compete with others.Compared with the two kinds of management pattern, chain medicine clinics have many clear and distinct advantages in the use of resource, standard on the management and the competitiveness of the market. Independent management traditional Chinese medicine clinics are in small scale, few staff. Management is inattentive as well. The clinic level is influenced by operator qualification, proposed improve clinic public confidence, security and stability of operation by the way of participation in industry organization supervision, enhancing quality of personnel, providing personalized service and taking implementation of key promotion method.The chain Chinese medicine clinics’ main problem is that the clinic behavior prefer to the trend of medicine commerce. It proposed to make full use of their scale to obtain long-term development through participating in international medical certification, exerting the core personnel drive action, establishing a brand image method in all around, guarantying the clinic right management.