随着经济全球化的不断深入，中药国际化是中医药事业向前发展的必经之路。然而现阶段由于生产技术和管理水平滞后，我国中药产业在同国际对接过程中仍面临着巨大的挑战，如存在产业格局混乱、监管缺失、中西文化差异、研发创新不足、营销管理不先进等问题。鉴于此，从政府管理和企业发展的角度出发，应用品牌营销战略，制定有针对性的营销策略，整合资源优势，执行生产规范，细分国际市场，加强交流合作，对解决中药国际化问题、实现中医药事业长期利益影响深远。

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.

国家重大新药创制专项（2011ZX09401-009）