| As 21st century is an information era, the digitalization has swept throughout the whole world and is playing more and more important role in all fields. Traditional Chinese Medicine (TCM) database, the carrier of TCM information, is a new digital product under such environment combining information technology and traditional Chinese Medicine knowledge and targeting professional medical people. Now it has been achieving much progress along with the popularization of information technology (IT) and TCM.Underlying the market economy circumstance meanwhile, the research of TCM information market is lagged behind, which has limited its economic and social benefits. As the digital products will be much popularized in the future, it is quite meaningful to carry on a strategic research of TCM database market both in practice and theory, which will be helpful for the internationalization and development of TCM. I have been working in a TCM database company for years, but have not found any papers about domestic or international research of the TCM database market till now. This paper based on large amounts of literatures and actual researches will discusses long-term strategy and marketing pattern for TCM database enterprises and make them easy to grasp the market demand, to produce the right products, to provide good service, to adopt suitable marketing strategy and tools to expand the market and gain the profits. Therefore, the research of marketing strategy of TCM database has some practical meaning for the popularization of digital productions of TCM and the modernization and internationalization of TCM. The characteristics of this research are shown as follows: (1) Buyer analysis is built on the base of actual date that was gathered from deep survey in the TCM database corporations. (2) Through actual in-depth investigation and literature research, it describes the market of TCM database in details and summaries its characteristics. (3) Through large amounts of literature surveys, it describes the international and domestic marketing environments and uses the tool of SWOT analysis. (4) Facing the fast-developing market of TCM information, it studies the marketing strategy based on the characters of digital products, taking the medical people as the target market. This text is divided into five chapters, summarized as follows:Chapter 1: The current situation in TCM database products and market. Through the investigation in the TCM database corporations and large amounts of data, it describes the current situation of the TCM database products and market objectively and summarizes its characteristics.Chapter 2: International marketing environment research and SWOT analysis. On the base of the large amounts of investigations, this chapter analyzes the international and domestic marketing environments in TCM and IT, which influence the TCM database market mostly, and carries out an analysis by using SWOT framework to identify the strengths and weaknesses and examine the opportunities and threats, and lay the foundation for the study of long term development strategy and marketing mixes for TCM database corporations.Chapter 3: Buyer analysis and market positioning. This chapter makes use of the customer data provided by Beijing TCM_Online Co. Ltd., and the writer interviews some customers face to face or by telephone too. Through the statistical analysis, it indicates that the main buyers are curatorial organizations, individuals and consulting companies, therefore the buyer behavior and decision-making process is different. The main market locates in the mainland of China, especially the developed area while the overseas market also increase rapidly though nowadays the buyer is quite few. And by using the Database Investigation of Iatrical Organizations in 2002, it shows the reason that the people don't buy the TCM database is they don't know or understand it, so the market needs to be educated in the future. Finally, it searches for the target market that the TCM database corporations could ser... |
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