Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)

ผลกระทบปัจจัยทางวัฒนธรรมที่มีต่อกลยุทธ์การตลาดระหว่างประเทศ ของบริษัท เบ่ยจิน ถงเยิ๋นถัง ในประเทศไทยคืออะไร?

Year (A.D.)


Document Type

Independent Study

First Advisor

Chalaiporn Amonvatana


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Traditional Chinese medicine ( TCM)enterprises is one of the most popularnational industry in China TONG REN TANG should overcome the cultural barriersand be accepted by the people of the world, including the Thailand It not onlybegood at the revitalization of China’s national economy, but also helpful tospreadChinese excellent national culture, In reality, our Chinese enterprises for a longtimeface huge challenges due to the influences of cultural differences, in order torealizethe cross-cultural international marketing, must consider all aspects, then TongRenTang can get the correct strategies In this paper, internationalization of Tong Ren Tang would be analyzed, wecansee that pharmaceutical industry have great market potential And comparetheculture difference in China and Thailand, and then find their different characteristics, according to these we can make different marketing strategies accordingtothedifferent demands of the target market of consumers Meanwhile, it can improvethedeficiencies and adjust their own strategy by analyzing advantages and disadvantages, especially the latter one, so as to accelerate its development Then As an example, analyze the company Tong Ren Tang and its success of cross-cultural marketingstrategies, learn its lessons Based on the above analysis, we can get the important cross culture marketing strategy that Tong Ren Tang can adapt; therefore, theTongRen Tang can meet the needs of economic globalization, enhance competitiveness, create their own brands and have a place in the world

Included in

Economics Commons



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