2 1 century is a brand-new era for human beings to advocate nature and develop and utilize natural medicine resources. The traditional Chinese medicine industry in China, represented by genuine medicinal materials, is facing new development opportunities endowed by history. In order to give full play to the "comparative advantage" of traditional Chinese medicine in the national standard competition, it is necessary to take forward-looking countermeasures. ?

Aiming at the main problems existing in the development of genuine medicinal materials in China at present, the following countermeasures are put forward:

1. Overall planning and coordinated development. In order to ensure the healthy and stable development of genuine medicinal materials and overcome the blindness of market economy. First of all, it is necessary to make its production develop steadily according to the market demand, so it is required to have an authoritative organization (preferably a Chinese medicine industry association) to coordinate based on the height of the whole industry. First, it is necessary to rationally plan the production of authentic medicinal materials; The second is to formulate corresponding laws and regulations to ensure the priority development of authentic medicinal materials and limit the introduction of authentic medicinal materials from different places; The third is to organize an organization similar to the "Drug Farmers Association" in the origin of authentic medicinal materials to provide them with relevant information such as production and marketing. The fourth is to organize the formulation of quantitative quality standards for authentic medicinal materials. The fifth is to issue quality certificates to qualified genuine medicinal materials. ?

2. Make full use of modern scientific and technological means to cultivate excellent varieties. In the past, due to the limitation of scientific and technological level, the selection of genuine medicinal varieties has long been based on empirical discrimination. With the rapid development of modern science and technology, modern scientific and technological achievements such as cell separation and tissue culture have been widely used in the biological field, which is undoubtedly a shortcut to cultivate excellent varieties of authentic medicinal materials. ?

3. Standardize its cultivation and planting with GAP standard. GAP standard is a world-recognized crop planting standard. It is the only way for genuine medicinal materials to enter the international market by regulating the cultivation of genuine medicinal materials with GAP standards to make their heavy metal content and pesticide residues meet international standards. ?

4. Implement "brand" marketing strategy. Commodity "brand" marketing is one of the important contents of modern marketing. As an authentic medicinal material with a long history in China, it already has the basic conditions of "brand", such as "Qin Gui, Huaishan and Hangju", but it has not been able to "build" from the perspective of "brand" marketing for a long time. Chinese medicine must take the road of "brand" marketing if it wants to go to the world as soon as possible and better. A brand, including product processing, packaging, trademarks, quality standards and other connotations, authentic medicinal materials should strive to shape their own "brand" from these aspects.