隨著經(jīng)濟全球化的不斷深入，中藥國際化是中醫(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，我國中藥產(chǎn)業(yè)在同國際對接過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、營銷管理不先進等問題。鑒于此，從政府管理和企業(yè)發(fā)展的角度出發(fā)，應(yīng)用品牌營銷戰(zhàn)略，制定有針對性的營銷策略，整合資源優(yōu)勢，執(zhí)行生產(chǎn)規(guī)范，細(xì)分國際市場，加強交流合作，對解決中藥國際化問題、實現(xiàn)中醫(yī)藥事業(yè)長期利益影響深遠(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.

國家重大新藥創(chuàng)制專項（2011ZX09401-009）