Research On U.S. Market Development Strategies Of I Company

Traditional Chinese Medicine(TCM)is the important part of traditional culture with a long history.It is the crystallization of Chinese’ prevention and treatment of diseases and health improvement wisdom for thousands of years.Traditional Chinese medicine industry is one of the few industries with original knowledge and theoretical system in China.The Chinese herbal health food is a kind of TCM-featured commodity.It has the same cultural gene as traditional Chinese medicine.According to the regulation in China,the Chinese herbal health food is a functional food under the food regulation,and it is a dietary supplement under the food category in the US regulation system.This regulatory similarity in product identity has created favorable conditions for the internationalization of Chinese herbal health food.The internationalization of Chinese herbal health food is easier to be realized than the traditional Chinese medicine,both in product regulation and in US consumer’s acceptablility,and with greater market capacity and market potential,which could be the pioneering force for the internationalization of traditional Chinese herb industry.The first chapter of this thesis is a brief introduction to the industry and I company,analyzing the research necessity,purpose,method,also reviews the research progress on the internationalization of Chinese medicine and Chinese herbal health food.The second chapter,from the perspective of corporate development,company organization and management,marketing,financial capability,technology and product capability,analyzes the necessary internal resources and conditions of I company to develop U.S.market.In the third chapter,the PEST method is used to analyze the external environment of U.S.market from the economic environment,social environment,political and legal environment,technology environment and market competition situation.The fourth chapter analyzes the opportunities,threats,advantages and disadvantages of I company in U.S.market by SWOT tool.The fifth chapter deduce and elaborate the U.S.market development strategies of I company and make a prelimary sale forecast if the strategies are well implemented.This thesis has a positive role in accelerating the internationalization of Chinese herbal health food industry,enhancing the international competitiveness of the industry,explore the development experience of the industry to high-value positioning in the global healthcare value chain,hopefully provide references for Chinese herbal health food enterprises that are interested in developing the international market.