RESUMO
With the continuous promotion of "Belt and Road Initiative" strategy, it has brought unprecedented opportunities for the development of traditional Chinese medicine (TCM) industry in China. Although TCM culture has a long history and TCM industry is huge, the data analysis with the ASEAN countries from 2009 to 2018 shows that there is still much room for development in the aspects of technological progress efficiency, scale efficiency, and technological innovation efficiency of TCM industry in China. The internationalization of TCM industry in the process of "Belt and Road Initiative" strategy from three aspects: setting up "Belt and Road Initiative"TCM technology industry fund, building authentic medicine cluster brand, and promoting the breakthrough of TCM biotechnology by equipment innovation are put forwardin this paper.
RESUMO
There is a pressing need to promote the overseas innovation and development of traditional Chinese medicine (TCM) in building the "Belt and Road".However,TCM still faces great challenges in the process of internationalization at the present stage,because the backwardness of the international marketing management,cultural differences between China and the west and lack of R&D in turn.It causes indefinite international market position,low brand awareness and low international influence.Therefore,this research explored the internationalization identity of TCM in building the "Belt and Road" from the perspective of Burke's identity theory,put forward ways to realize the international identity of TCM in the aspects of experience,emotion and culture,and constructed the integrated marketing strategy framework of government marketing,industry marketing and enterprise marketing based on STP marketing tool.It would be beneficial to promote the international cognition and influence of TCM,in order to realize the TCM internationalization.