“一带一路”背景下基于价值认同视域的中医药国际营销策略  

Strategies for International Marketing of Traditional Chinese Medicine Based on Value Identity in the Context of the“Belt and Road”

作　　者：颜鲁合 YAN Luhe(The School of Economics and Management,Gansu University of Chinese Medicine Lanzhou,Gansu 730000)

机构地区：[1]甘肃中医药大学经贸与管理学院,甘肃兰州730000

出　　处：《中国商论》2023年第18期79-84,共6页China Journal of Commerce

基　　金：甘肃省科技计划项目(软科学),“一带一路”倡议下基于价值认同的甘肃省中医药国际营销(20CX9ZA068);甘肃省高等学校科研项目,“一带一路”倡议下甘肃省基于文化差异的中医药国际营销策略研究(2018B-037)

摘　　要：“一带一路”倡议促进了中医药国际贸易发展,在经济全球化与现代化发展背景下,文化差异、文化冲突及西医文化等因素,导致国际社会对中医药的认知存在严重偏差,加之中医药国际产业链被国际医药巨头掌控,以及国际营销中存在自我参照标准和民族中心主义的主要障碍,致使我国中医药国际贸易壁垒重重。价值的客观性就是价值的有效性,中医药营销的基础是中医药的有效,商品消费的前提是商品具有价值属性,中医药营销必须先建立中医药价值与中医药文化的认同。因此,本文以中医药价值认同为视角,提出以质量统领中医药价值取向,筑牢中医药价值永恒基础;构建中医药全产业链“互联网+”运营模式,促进中医药产业健康发展;发掘中医药价值实事,确立中医四大经典的中医药标准,建设中医药国际公共领域;聚焦“知信行”,构建国际中医药价值认同环境的中医药国际营销策略,以供参考。The"Belt and Road"initiative has promoted the development of intermnational trade in traditional Chinese medicine.In economic globalization and modernization,cultural differences,cultural conflicts and traditional Western medical culture have led to serious bias in the international community's perception of traditional Chinese medicine,coupled with the fact that the international industry chain of traditional Chinese medicine is controlled by international medical leaders,and with the existence of self-reference standards and ethnocentrism as the main obstacles to international trade in traditional Chinese medicine,China has a lot of barriers to international trade.The objectivity of value is the validity of value;the basis of traditional Chinese medicine marketing is the validity of traditional Chinese medicine;the premise of commodity consumption is that commodities have value attributes;the marketing of traditional Chinese medicine must first establish the identity of traditional Chinese medicine's value and culture.Therefore,from the perspective of the value identity of traditional Chinese medicine,this paper puts forward the quality of value orientation of traditional Chinese medicine,builds value eternal foundation of traditional Chinese medicine;builds"Internet+"operation models for traditional Chinese medicine's whole industry chain to promote the healthy development of the traditional Chinese medicine,explores the value of traditional Chinese medicine,establishes the four classic standards for traditional Chinese medicine,establish International public domains for traditional Chinese medicine,focuses on"knowledge,attude/belief and practice",and builds international marketing strategies of traditional Chinese medicine with international value identity of traditional Chinese medicine,for reference.

关 键 词：“一带一路” 价值认同 中医药 国际营销 文化认同 

分 类 号：F744[经济管理—国际贸易]