Abstract:
Traditional Chinese medicine （ TCM）enterprises is one of the most popularnational industry in China TONG REN TANG should overcome the cultural barriersand be accepted by the people of the world, including the Thailand It not onlybegood at the revitalization of China’s national economy, but also helpful tospreadChinese excellent national culture, In reality, our Chinese enterprises for a longtimeface huge challenges due to the influences of cultural differences, in order torealizethe cross-cultural international marketing, must consider all aspects, then TongRenTang can get the correct strategies
In this paper, internationalization of Tong Ren Tang would be analyzed, wecansee that pharmaceutical industry have great market potential And comparetheculture difference in China and Thailand, and then find their different characteristics, according to these we can make different marketing strategies accordingtothedifferent demands of the target market of consumers Meanwhile, it can improvethedeficiencies and adjust their own strategy by analyzing advantages and disadvantages, especially the latter one, so as to accelerate its development Then As an example, analyze the company Tong Ren Tang and its success of cross-cultural marketingstrategies, learn its lessons Based on the above analysis, we can get the important
cross culture marketing strategy that Tong Ren Tang can adapt; therefore, theTongRen Tang can meet the needs of economic globalization, enhance competitiveness, create their own brands and have a place in the world
