Tasly Group, The International Marketing Of The Chinese Medicine Industry

Traditional Chinese Medicine (TCM) is the treasure of the Chinese Traditional civilization. Now China has entered into WTO, at the same time, Chinese Traditional Medicine also been well known by more and more people in the world. And people have realized that TCM should be sorted on the list of international nature drug. Nowadays we face a lot of opportunities to explore international market, at the same time , we also have to face a lot of challenges. So the research of TCM industry and exploration of international market has great significance.Tasly, Group is the first Chinese pharmaceutical enterprise which has passed FDA IND. Accordingly, It took the first step in the international marketing. This enterprise has made great achievement and gained plenty of experience in the process of international competition. Based on the analysis into the present situation of TCM in the international market, this paper studies the product, price, place and relevant promotion strategy in Tasly Group. Consequently, some constructive advice which can contribute to the international marketing of TCM is put forward in the last chapter.This paper is divided into five parts. In the first chapter, a summarization is made in the basic concept of TCM, the difference between TCM and western medicine, and the current situation in TCM industry. The second chapter employs SWOT tool to make a deeper analysis into TCM industry. The third chapter elaborates on the development of Tasly Group and its current situation in the international market. In the fourth chapter, the international marketing strategy of Tasly Group is analyzed by means of using market entrance model and comparative analyzing method. The last part covers the corresponding measures and advices which have great significance in the international marketing of TCM.