A Review of International Marketing Research for Chinese Medicine Health Products

Abstract

Against the backdrop of global shifts in health consumption paradigms and the accelerated internationalization of traditional Chinese medicine, the expansion of Chinese medicine health products into international markets has become a central issue for both industry development and the dissemination of Chinese culture. This paper systematically reviews core research findings in the field of international marketing for Chinese medicine health products from 2010 to 2024. It constructs a four-dimensional analytical framework “Environment-Strategy-Challenge-Outlook” to examine the international market environment from both policy/regulatory and consumer demand perspectives. The review summarizes research progress on three core marketing strategies: product, channel, and brand, and explores cultural perception barriers and market competition challenges.It examines the international market environment through the dual dimensions of policy regulations and consumer demand, reviews research progress on the three core marketing strategies of product, channel, and brand, and explores key challenges such as cultural perception barriers and market competition dynamics alongside potential breakthrough pathways. Findings indicate that while existing research has established a foundational framework, gaps remain in emerging market studies, empirical analyses of digital marketing, and in-depth exploration of cross-cultural communication mechanisms. Consequently, this paper proposes that future research should focus on directions such as digital technology integration, cross-cultural trust building, and international standard coordination, aiming to provide references for theoretical innovation and industrial practice in the international marketing of TCM health products.