Research On Cross-border Marketing Of Yunnan Baiyao, A Time-honored Pharmaceutical Brand

The extensive and profound culture of traditional Chinese medicine has nourished many time-honored pharmaceutical brands.According to the statistics of the Ministry of Commerce,there are more than 300 time-honored pharmaceutical brands certified in2020,accounting for 40% of the total number of certified brands.Nowadays,these time-honored pharmaceutical brands are subject to many factors such as structural adjustment,stricter supervision and weak growth.Their survival is facing many crises.For these time-honored pharmaceutical brands,how to develop continuously in the new era is a key issue.Based on this background,many time-honored pharmaceutical brands began to try to explore cross-border marketing in order to get out of the dilemma.Among them,Yunnan Baiyao brand has used cross-border marketing thinking to carry out enterprise reform in the past 17 years,which has become a successful model in the cross-border field of traditional medicine.This paper systematically studies the three levels of cross-border marketing of Yunnan Baiyao brand-Product cross-border,channel cross-border and content cross-border,explores the success of its marketing strategy,and analyzes its advantages and disadvantages,in order to summarize the marketing experience of the brand and provide reference for the development of other pharmaceutical brands in the same industry.