ABSTRACT
Traditional Chinese medicine (TCM), as the unique health resources, huge potential economic resources, scientific and technological resources with original advantages, excellent cultural resources and important ecological resources, has made remarkable achievements in Chinese economic and social development in recent years. However, there are still some problems in the reform and development of TCM, especially the lack of willingness to innovate and low ability in commercialization of research and development findings in such companies. Meanwhile, the globalization level of TCM is not high. All these problems have seriously restricted the overall development of TCM. Taking TCM enterprises as the research object, this paper uses SWOT analysis to carry out comprehensive strategic analysis on its advantages, disadvantages, opportunities and risks. It is concluded that TCM enterprises in China should focus on research and development of classical formula compound preparations and innovative TCM products, and then propose product development and innovation strategies.