摘要
"一带一路"战略背景下,中医药作为健康医疗资源与人文文化资源,是中国与"一带一路"沿线国家合作交流的有效载体。向沿线国家传播与交流中医药文化,是中医药院校主动参与"一带一路"的建设的一大举措。通过SWOT分析,中医药院校开展文化传播交流有政策环境、技术环境方面的机会,有学科前沿、人才储备方面的优势,但也面临文化背景差异、对中医药的接纳程度不同的威胁因素以及文化工作核心竞争力不强、单方出动缺乏互动的劣势。据此,提出聚焦教育与健康市场,创建社群认同与互动;打造院校品牌,从输出文化产品到输出文化品牌;加强人才培养,完善人才体系;利用传媒规律,扩大传播效应的中医药院校文化传播交流策略。
Traditional Chinese medicine as a health care and cultural resource is a carrier for international cooperation and cultural exchange with countries along the Belt and Road. To spread the Chinese medicine culture is a way for TCM colleges to take part in the Belt and Road Initiative. The SWOT analysis shows, there is a supportive Policy environment and technical environment for TCM colleges to carry out international cultural communication; the subject research and the talents in colleges will also help. However, the cultural differences and the acceptation to Traditional Chinese Medicine are still challenges and there are weakness about lacking of core competencies and lacking of interaction. According to the SWOT analysis, the strategies of international cultural communication in Traditional Chinese Medicine Colleges are as followed： focus on education and health markets; use brand strategy, strengthen talents training and expand the spread.
出处
《中国继续医学教育》
2017年第7期32-34,共3页
China Continuing Medical Education
关键词
一带一路
中医药
文化传播
教育
策略
the belt and road initiative
Traditional Chinese Medicine
cultural communication
education
strategy
