Study on Integrated Marketing Strategy of the Internationalization of Traditional Chinese Medicine under the Background of "Belt and Road": Based on Burke's Identification Theory / 世界科学技术-中医药现代化

ABSTRACT

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.