Study Of Sme International Marketing Strategy Of The Chinese Medicine Industry In China

Traditional Chinese Medicine (TCM) is the treasure of the Chinese nation civilization, which has thousands of years of history and has been used widely in China and pan-Chinese culture regions. It is famous for its effectiveness and reasonable price. However, TCM which also did a lot of achievements for the people's healthy, cannot get the positive position in the worldwide comparing with western medicine. Of course, there are many reasons. But, after entering into WTO five years, TCM meet the good opportunities to go into global markets by abolishing the trade barrier and tax barrier gradually. How to catch the opportunity to let TCM go aboard and win its own market share is an important problem to Chinese government and enterprises.At present, the export of TCM takes on a downtrend, no more than 3% in the whole market revenue, even the import of western TCM had already exceed the export of Chinese TCM in recently years. In China, most of the traditional medical enterprises are SME, which characteristics are family management with small scale and high profit. It has the greatest relationship with Chinese open policy, economic system reform and social civilization. GV group is the representatives in this industry.Therefore, the writer analyze the problems, threats and challenges of TCM facing in the global marketing, and use the typical case—GV group to compare with the successful enterprises, such as: Tong Ren Tang, Tian Shili and other competitors in order to conclude the experiences and lessons when SME decide to go to international markets. Moreover, the writer discuss the "SME Globalization" in marketing strategy and capital operation in TCM industry from enterprise itself, strategic management, marketing management and global management.As the Chinese citizenship, we have the responsibility and obligation to develop the Chinese culture, enhance the R&D of TCM, overcome the shortage of TCM, and use the modern production, planting, sales and management methods to make progress, so that we should do our great efforts to realize a new idea "Global Integrate" worldwide.