“一带一路”背景下中医药国际化整合营销策略研究——基于伯克认同理论  

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

作　　者：王辉[1,2] 何清湖[3,4] 唐婧[1] 夏新斌[1] 胡正东[1] 

机构地区：[1]湖南中医药大学管理与信息工程学院,长沙410208 [2]湖南省卫生改革与发展研究中心,长沙410208 [3]湖南中医药大学,长沙410208 [4]湖南中医药文化研究基地,长沙410208

出　　处：《世界科学技术-中医药现代化》2017年第6期1000-1005,共6页Modernization of Traditional Chinese Medicine and Materia Medica-World Science and Technology

基　　金：湖南省教育厅科研项目(15C1069):基于营销视角的湖南中医药产业国际化战略研究;负责人:王辉;湖南省情决策咨询项目(16JCD004):"一带一部"背景下湖南中医药健康旅游发展之营销战略研究;负责人:王辉

摘　　要："一带一路"建设,迫切需要推动中医药海外创新发展。然而现阶段我国中医药在参与国际化进程中仍面临巨大挑战,如存在国际营销管理滞后、文化差异、研发创新不足等原因,导致中医药国际化市场定位模糊、品牌认知度不高、国际影响力低。基于此,从伯克认同理论视角出发,探讨"一带一路"背景下中医药国际化的认同问题,提出中医药在体验、情感、文化上国际认同的实现途径,构建政府营销、行业营销、企业营销"三位一体"的整合营销战略框架和基于STP营销工具的国际营销创新策略,对提升中医药的国际认知度和影响力,实现中医药全面走向国际影响深远。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.

关 键 词：一带一路 中医药国际化 整合营销战略 伯克认同理论 

分 类 号：R2-03[医药卫生—中医学]