The Impact Of Cultural Distance On The Export Of Traditional Chinese Medicine In China

In the context of the global public health crisis triggered by the COVID-19,countries around the world pay close attention to economic development and life health.The COVID-19 that began in early 2020 has led to a further increase in the demand for various medical products in the world.Traditional Chinese medicine has a long history and not only has significant medicinal efficacy,but also has prominent health care effects.From ancient times to the present,traditional Chinese medicine has been significantly effective in the diagnosis and treatment of common diseases,chronic diseases,and infectious diseases,making important contributions to the health of the Chinese people in China.In recent years,the popularity of traditional Chinese medicine(TCM)has continuously improved worldwide.In the process of preventing and treating COVID-19,the efficacy of traditional Chinese medicine represented by "three patent medicine and three prescriptions" in the clinical treatment process has attracted the attention of all countries in the world.The Chinese medicine industry has enormous development potential and unique application value.As the original medicine of the Chinese nation,traditional Chinese medicine can not only protect the health of the Chinese people,but also meet international demand and sell to the world,thereby promoting the growth of China’s foreign trade and promoting China’s economic development.Traditional Chinese medicine products contain distinctive Chinese culture and traditional Chinese medicine culture characteristics.The internationalization of traditional Chinese medicine is closely related to the overseas spread of traditional Chinese medicine culture.Therefore,this paper uses Hofstede’s cultural dimension theory and Kogut–Singh Index(KSI)to measure cultural distance,establish a gravity model,and analyze the impact of cultural distance and six cultural dimension on China’s TCM exports to countries along the "the Belt and Road".The results of the study show that: First,the cultural distance hinders the export of traditional Chinese medicine from China to countries along the “Belt and Road”;Second,cultural dimensions affect China’s export of traditional Chinese medicine products to countries along the "Belt and Road",where four dimensions of cultural distance: Individualism Versus Collectivism,Masculinity Versus Femininity,Uncertainty Avoidance Index and Indulgence Versus Restraint,hinder traditional Chinese medicine product exports.Long Term Orientation Versus Short Term Normative Orientation and Power Distance Index,on the contrary,promotes the export of traditional Chinese medicine products.Thirdly,the exports of two kinds of traditional Chinese medicine products,namely,Chinese herbal medicine and Chinese patent medicine,are more influenced by cultural distance and common language than the total exports of traditional Chinese medicine products are influenced by cultural distance and common language.Finally,based on the above findings,through the analysis of the trade characteristics and influencing factors of traditional Chinese medicine,this paper puts forward relevant suggestions for the purpose of promoting the healthy and sustainable development of traditional Chinese medicine industry.