Abstract: Low market share, small scale, inappropriate product structure, relati vely high market concentration, and heavy dependence on Asian markets such as Ja pan and Korea are some of the characteristics of the current exportation status of traditional Chinese medicinal materials (TCMM). The profound reasons for the se problems lie in the cultural, technological and informative barriers between TCMM and the international market as well as the underdevelopment of TCMM modern ization. Therefore, measures should be taken to enhance the cultural exchange an d strategic cooperation in TCMM marketing with international organizations, impl ement a standardization of TCMM, establish information sharing and other support ing mechanisms, and accelerate TCMM modernization and innovation.

Key words: TCMM industry, TCMM industry, TCMM exportation, TCMM exportation, trade barrier, trade barrier, internationalization of TCMM, internationalization of TCMM