Research On Evaluation Of International Operation Of Chinese Time-honored Brand Tong Ren Tang

Today,in the context of the era of globalization,as an excellent and unique Chinese art inheritor,a carrier of the excellent Chinese traditional culture and an old Chinese brand of the world's intangible cultural heritage,Tong Ren Tang has implemented a three-step strategy on its internationalization road,which undoubtedly laid an indelible foundation for its steady development in the 21 st century.Tong Ren Tang has also brought Chinese culture to all parts of the world while opening up its international market.It has brought opportunity to people all over the world to understand Chinese medicine culture and receive Chinese medicine treatment.It has also made long-established Chinese medicine culture shine in the world,treating diseases and saving people.After searching a large number of documents,this article proposes an internationalized management evaluation based on the example of Beijing Tongrentang,an old Chinese brand name.On the basis of qualitative analysis and quantitative analysis,supported by the data foundation and theoretical basis of questionnaire survey,AHP model and fuzzy comprehensive evaluation method.Tong Ren Tang's internationalized management evaluation system andevaluation model for international business management was established from the host country environment,internal resource conditions,corporate production,enterprise products,localized markets,and global management.And take Australian companies as an example for empirical research.First of all,the paper analyzes the basic theories of international operation.Through the analysis of the concepts of Chinese time-honored brands、brand internationalization and international management,Uppsala Internationalization Model、Monopolistic Advantage Theory and Michael Porter Diamond Model,Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation Model,the theoretical basis is clearly defined.Secondly,six first-level evaluation indicators and 22 second-level evaluation indicators were established using Analytic Hierarchy Process,influencing factors of international operation,expert questionnaires and interviews.Through expert scoring and the calculation of Analytic Hierarchy Process,the weights of indicators at all levels are determined and an evaluation system of Tong Ren Tang's international operation is established.Finally,Tongrentang(Australia)Co.,Ltd.was used as an example to conduct an empirical study of this study.Under the support of the expert scoring,the application and calculate of Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation Model,the evaluation of the international management of the Australian company of Tongren Tang is good.