隨著經(jīng)濟(jì)全球化的不斷深入，中藥國(guó)際化是中醫(yī)藥事業(yè)向前發(fā)展的必經(jīng)之路。然而現(xiàn)階段由于生產(chǎn)技術(shù)和管理水平滯后，我國(guó)中藥產(chǎn)業(yè)在同國(guó)際對(duì)接過(guò)程中仍面臨著巨大的挑戰(zhàn)，如存在產(chǎn)業(yè)格局混亂、監(jiān)管缺失、中西文化差異、研發(fā)創(chuàng)新不足、營(yíng)銷(xiāo)管理不先進(jìn)等問(wèn)題。鑒于此，從政府管理和企業(yè)發(fā)展的角度出發(fā)，應(yīng)用品牌營(yíng)銷(xiāo)戰(zhàn)略，制定有針對(duì)性的營(yíng)銷(xiāo)策略，整合資源優(yōu)勢(shì)，執(zhí)行生產(chǎn)規(guī)范，細(xì)分國(guó)際市場(chǎng)，加強(qiáng)交流合作，對(duì)解決中藥國(guó)際化問(wèn)題、實(shí)現(xiàn)中醫(yī)藥事業(yè)長(zhǎng)期利益影響深遠(yuǎn)。

As the economic globalization's acceleration，the internationalization of Chinese materia medica (CMM) became a key way for its development. However, in the condition of the low technology and the poorly management, the internationalization of CMM faces many challenges at the present stage, such as the industry structure confusion, lack of supervision, cultural differences between China and the West, poverty of research and innovation, and the backwardness of marketing and management, etc. Whereas this, from the perspective of government management and enterprise's development, making sales strategies by using the brand marketing, integration of resources, strictly directing production process, subdividing the international market, strengthen international communication and cooperation, would be benefit for solving the problems and would help the development of CMM.

國(guó)家重大新藥創(chuàng)制專(zhuān)項(xiàng)（2011ZX09401-009）