Strategic adaptation mechanisms of traditional Chinese medicine enterprises in Southeast Asian markets:a study based on game theory
FANG Zhong-jian
SHI Cheng-ling
CUI Li-you
CHEN Li-ping
MA Yong-zhe
LU Jun-wen
FANG Hai-cheng
FAN Yu-lu
Abstract：Under the strategic frameworks of the"Belt and Road Initiative"and Regional Comprehensive Economic Partnership,Southeast Asia has emerged as a critical region for the international expansion of traditional Chinese medicine(TCM)enterprises.However,the complexity of the market environment presents significant barriers to traditional internationalization pathways,necessitating the development of innovative strategic mechanisms tailored to local market characteristics.Employing game theory as the analytical foundation,this study constructed three strategic game models:signaling games for institutional entry,non-zero-sum cooperative games for resource integration,and evolutionary games for consumer cultural acceptance.Using Singapore,Malaysia,and Indonesia as representative markets,the research comparatively analyzed variations in institutional environments,cultural receptivity,and competitive structures.Empirical analysis of typical enterprises such as Pien Tze Huang and Tongrentang validated the effectiveness and differentiation of strategic pathways across various game-theoretic scenarios.The results indicated that internationalization strategies for TCM enterprises should emphasize proactive institutional signaling,sustainable non-zero-sum cooperative alliances,and the long-term cultivation of consumer cultural cognition,thereby achieving a dynamic equilibrium among institutions,resources,and culture.By introducing a game-theoretic perspective,this paper enriches the theoretical approaches to TCM internationalization strategies and provides practical insights for enterprises navigating culturally heterogeneous markets.The theoretical innovation of this study lies in its novel application of game theory to analyze strategic adaptation mechanisms of TCM enterprises in Southeast Asian markets,thereby offering concrete strategic guidance for enterprises aiming for breakthroughs in their internationalization processes.
Keywords：internationalization of traditional Chinese medicineSoutheast Asian marketgame theoryinstitutional signalingnon-zero-sum cooperationcultural evolutionstrategic adaptation
Publication Date：2026-06-15
Online Publishing Date：2026-08-14(First online date of this platform, not the publication date of the document)
Pages：10( 1128-1137 )