清末民初中日医药行业领域竞争中,以中国“龙虎人丹”和日本“翘胡子仁丹”为典型案例,二者长达数十年的商标争讼更是突出。日本仁丹在华销售以国货运动为转折点急剧滑坡,相反中国人丹一方面树立国货的形象,另一方面效仿日本仁丹的市场路线,充分运用广告营销来扩展市场,同时运用法律来争取商标保护,在产品质量方面有其独到之处,最终成功的占领市场。这场“虎吃人头”的竞争成为中国国货新药界的成功案例,同时也是国家力量在医药领域的展示。 At the end of the Qing Dynasty and the early Republic of China, competition between China and Japan in the field of pharmaceutical industry was dominated by the typical case of the “Dragon and Tiger Ren Dan” in China and the “Japanese Alice Alice in Beard” in Japan. On the contrary, Chinese Dan set up the image of domestic products on the one hand and imitated Japan’s market route of Renten to make full use of advertising and marketing to expand the market while applying laws to fight for the protection of trademarks. At the same time, In product quality has its own uniqueness, the ultimate success of the occupation of the market. This “tiger eating head” competition has become a success story for the Chinese national drug community and is also a demonstration of the state’s strength in medicine.