国际经济与贸易学院知识库

中医药及其文化起源于数千年前，在中华民族的发展历史之中不断实践和积累，是当之无愧的中华文化瑰宝。因此中医药产业国际化发展不仅仅关系到该产业扩大市场问题，而且还肩负着传播中华文化、提升国家影响力的重任。步入新时代的今天，中医药产业国际化发展得到了国家政策的大力支持，而中医药医理和疗效也进一步得到海外社会认可。特别是新冠病毒大流行使全球公共卫生安全面临严峻挑战时，中医药在抗击新冠疫情中所展现出的独特优势和显著成效而备受国际社会关注。在此背景下，中医药在走出国门、走向世界的过程中迎来了新一轮发展机遇，但同时也面临着部分国家逆全球化趋势、市场保护主义等所带来的挑战。因此如何把握国际化的机遇、应对挑战成为了我国中医药行业和企业所面临的共性问题。

中医药企业是当今中医药传承、创新和推广的主体，因此研究中医药企业国际化发展的成效和路径是掌握中医药行业国际化现状和趋势的重要切口。东南亚历史上长期处于中华文化圈，对中医药有着较好的认同基础，同时随着“一带一路”倡议实施和RCEP协议生效，中医药在东南亚的推广和发展迎来了新机遇，是中医药国际化的重要突破区域。因此，本研究选取成长速度快、国际化实践经验丰富的天士力集团在东南亚的市场开拓与整合作为研究对象，以期梳理出中医药的国际化发展路径。

本文从企业角度出发，聚焦天士力东南亚市场的营销实践，分析天士力的内部优势和劣势，结合其在东南亚市场面临的威胁和挑战，以SWOT矩阵分析工具阐述其国际化战略选择依据。在对东南亚市场环境进行PEST分析的基础上，进一步运用STP战略分析方法，以伯克认同理论为基础，结合市场规模、市场潜力、人群结构和制度因素等指标，构建东南亚中医药市场细分指标体系，运用聚类分析法对东南亚11国进行市场细分，通过市场细分、目标市场选择、市场定位等方面的综合考虑，最终确定企业市场营销策略组合建议，总结出中医药企业在海外拓展之路上的经验。以期为当前的天士力国际市场营销策略研究工作起到一定补充作用，并为中医药产品和企业优化国际营销策略提供可借鉴的经验。

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.