Research On The Marketing Strategy Of Tasly Pharma In Southeast Asia

Traditional Chinese Medicine and its culture originated thousands of years ago and have been practiced and accumulated throughout the history of the Chinese nation,making it a well-deserved treasure of Chinese culture.Therefore,the international of TCM industry is not only related to the market expansion,but also bears the responsibility of spreading Chinese culture and enhancing national influence.Today,the international development of TCM industry has been strongly supported by national policies.The medical theory and efficacy of TCM have been further recognized by overseas societies.Especially when the global public health security is facing serious challenges,TCM has been attracting international attention for its unique advantages and remarkable effectiveness in fighting the COVID-19 vaccination.In this context,TCM has ushered in a new round of development opportunities in the process of going abroad and going global,but at the same time,it is also facing challenges brought by counter-globalization and market protectionism in some countries.Therefore,how to grasp opportunities and cope with challenges has become a common problem for TCM industry and enterprises.As TCM enterprises are the main body of TCM inheritance,innovation and promotion,studying the effectiveness and path of TCM enterprises’ international development is an important way to grasp the current situation and trend of TCM industry internationalization.With the implementation of the "One Belt,One Road" initiative and the RCEP agreement coming into effect,the promotion and development of TCM in Southeast Asia has a new opportunity,which is an important region for TCM internationalization.Therefore,this study selects Tasly,a fast-growing company with abundant experience in international practice,as the object of study,with a view to sorting out the international development of TCM.This paper focuses on the marketing practices of Tasly in the Southeast Asian market,analyses the internal strengths and weaknesses of Tasly,combines the threats and challenges it faces in the Southeast Asian market,and uses the SWOT matrix to explain the basis for its internationalization strategy.On the basis of PEST analysis of the Southeast Asian market environment,the STP strategic analysis method is further applied,based on the Burkean identity theory,combining indicators such as market size,population structure and institutional factors,a cluster analysis model is constructed.Through comprehensive consideration of market segmentation,market targeted,and market positioning,a combination of integrated marketing strategies for the enterprise market is finally determined,concluding experience of TCM enterprises towards overseas expansion.It is expected to play a complementary role to the current research work on the international marketing strategy of Tasly and to provide a reference experience for TCM products and enterprises to optimise their international marketing strategy.