Study On International Marketing Strategic Based On Tibet Of Origin Image For QZZY

Having been the first Tibetan medicine enterprise adopted by the Chinese GMP certification, Cheezheng Tibetan Medicine has strong brand awareness in the field of Tibetan medicine in China, its domestic sales is up more than 400 million. However, entering the international market late, Cheezheng is still lack of brand awareness abroad, with annual sales of just over 5 million, its sales in the international market has been stagnant.With the Qinghai-Tibet Railway project finished in 2006, Tibet has became the focus center of tourism in the world, more and more overseas consumers focus their attention on Tibet, thus, Tibetan medicine is also highly concerned by the overseas markets. While for entering the international market, its sale in the United States, Canada, the European Union and other developed countries is still restricted by the problems that traditional Tibetan medicine has, mainly including: the complex composition, excessive heavy metals etc. For all of the Tibetan medicine corporations, including Cheezheng, it has became the main problem need to be solved that how to increase the attractiveness of the product by fully playing the pharmacology advantages and the unique origin image advantages of traditional Tibetan medicine, thus make it a smooth entry into the international market and expand its international market.In the study, I want to introduce the theory of Country of Origin Image to the international marketing strategy after analyzing the relationship of international marketing and country of origin image, and improve the image of Cheezheng which is based on Tibetan natural conditions and Tibetan culture by integrating consumers' impression on natural botanical medicine with the unique geographic and resources advantages of Tibet after analyzing the Cheezheng situations on international marketing and country of origin image. Accordingly, with the image of company being improved and the new concept of "Tibetan origin" being raised, the resources and culture advantages of Cheezheng would be fully exerted. In a word, the perfect combination of "Tibetan Origin" and international marketing strategy would be expected to be useful in improving the international sale of Cheezheng, also, it could be taken for reference by other Tibetan medicine companies.