基于STP视角的湖南中医药国际化市场营销战略研究

发布时间：2018-04-28 20:47

本文选题：湖南中医药 + STP分析　；参考：《产业与科技论坛》2016年15期

【摘要】：近年来,随着对外开放度的提升和"回归自然"健康理念的转变,我国中医药开始走向世界。然而,我国中医药国际化却难以推进,其中原因之一是国际市场营销观念与策略问题。本文将国际营销理念、思路与湖南中医药产业的发展相结合,通过STP分析了湖南中医药国际化市场营销的必要性与可行性,并提出了国际营销理念创新、产品创新、推广创新等国际化营销创新策略。
[Abstract]:In recent years, with the improvement of opening to the outside world and the change of health concept of "returning to Nature", Chinese medicine in China has begun to move towards the world. However, the internationalization of traditional Chinese medicine in China is difficult to promote, one of the reasons is the concept and strategy of international marketing. This paper combines the idea of international marketing with the development of Hunan traditional Chinese medicine industry, analyzes the necessity and feasibility of international marketing of Hunan traditional Chinese medicine through STP, and puts forward the innovation of international marketing idea and product innovation. Promote innovation and other international marketing innovation strategy.
【作者单位】：湖南中医药大学管理与信息工程学院;湖南商学院工商管理学院;
【基金】：湖南省教育厅科研项目“基于营销视角的湖南中医药产业国际化战略研究”(编号:15C1069)成果
【分类号】：F274;F426.72

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