On Cross-cultural International Marketing Study Of Traditional Chinese Medicine Enterprises

Traditional Chinese medicine enterprises is one of the most popular nationalindustry in China,Chinese medicine culture is a part of Chinese traditional culture,traditional Chinese medicine enterprises can overcome the cultural barriers and beaccepted by the people of the world, which not only be good at the revitalization ofChina’s national economy, but also helpful to spread Chinese excellent national culture,In reality, our Chinese enterprises for a long time face huge challenges due to theinfluences of cultural differences,in order to realize the cross-cultural internationalmarketing, must consider all aspects, so we can get the correct strategies.In this paper, the situation of the import and export of Chinese enterprises and thedevelopment of Chinese medicine products worldwide over the years are analyzed, wecan see that Chinese products have great market potential. And compare our differenttarget markets with each other all over the world, and then find their differentcharacteristics,according to these we can make different marketing strategies in order toadapt to demands of the target market of consumers. At the same time, Chinese medicineenterprises can improve the deficiencies and adjust their own strategy by analyzingadvantages and disadvantages,especially the latter one, so as to accelerate itsdevelopment. Then As an example, analyze the company Tongrentang and its success ofcross-cultural marketing strategies, learn its lessons. Based on the above analysis, we canget the important cross culture marketing strategy that Chinese enterprise can adapt,sothe Chinese medicine enterprises can meet the needs of economic globalization,enhancecompetitiveness, create their own brands and have a place in the world.