Branding of Traditional Chinese Medicine (TCM) through E-partnership in USA and Denmark

Abstract

People are caring more about mental and physical health when they must confront a treatment. Since research and development for Traditional Chinese Medicine (TCM) and western medicine is based on completely different metrics, this research aims to find a better path for TCM regarding how the proposed set of branding strategies play roles in the international branding ecosystem in the digital era. For international branding in TCM to enhance the brand performance ( price ) in the era of digitalization, this research looks at ways to strategize prospect, prescription, partnership, patent, place, product, professionalism, people and philosophy (indicated as10P) for traditional Chinese medicine. This research first examines the brand performance of 404 TCM products available at Amazon in USA and 260 TCM products available at Amazon in Denmark. In order to test the relationships between performance and product, professionalism as well as people through e-partnership, this research further investigate 439 products data collected from the website of Best Chinese Medicine in USA and 1265 products from the website of Ebay in Denmark to evaluate the effective path of the strategy of E-partnership for TMC product . The significance of regression on the relationship between brand performance (price) and product sort types and product review (people) are proved at the significant level in USA. Dissimilarly, the positive ratio (professionalism) plays a significant role in brand performance in Denmark in stead of the product related dimensions such as storage, sales or comments no. (people).