中医药社会形象评价指标体系研究

发布时间：2018-01-12 17:25

  本文关键词：中医药社会形象评价指标体系研究　出处：《北京中医药大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 德尔菲专家咨询法 访谈法 评价指标体系 中医药社会形象

【摘要】：背景随着生活水平的不断提高,人民群众保健意识不断增强,中医药已成为公众视野中的热门话题。同时,党和国家高度重视中医药事业,先后制定出台了一系列政策措施,中医药发展已经上升为国家层面的重要战略。而树立和维护良好的中医药社会形象是中医药发展的根本保障。近百年来,关于中医药科学性争论一直不绝于耳,褒贬不一的舆论环境使其社会形象愈益复杂化和模糊化;同时,随着人们医疗保健需求的多样化,中医药社会形象正在出现分层式的裂变,人们对中医药已经不再仅仅局限于"简便廉验"的传统认知。遗憾的是,在复杂的舆论环境下,我们无法准确全面地了解社会群体如何认识中医药?对其印象究竟如何?针对上述问题,本文试图借鉴多种社会形象理论,结合中医药行业特点,探索出一套较为行之有效、客观科学的中医药社会形象评价指标体系。目的参考国内外社会形象相关研究成果,通过居民深入访谈和德尔菲专家咨询,结合中医药的发展现状,构建中医药社会形象评价指标体系,为今后客观、准确地评价中医药社会形象提供依据,方便管理部门准确认识中医药社会形象现状,衡量中医药社会形象建设成效,从而为树立良好的中医药社会形象奠定理论基础。内容与方法梳理国内外社会形象相关研究,总结归纳形象、品牌形象、国家形象、企业形象的概念,界定中医药社会形象的概念,为构建中医药社会形象评价指标体系奠定理论基础。在中医药社会形象评价指标体系构建目标的指导下,借鉴品牌形象、国家形象、企业形象的评价维度,通过居民访谈挖掘提炼中医药社会形象的关键元素,结合中医药的发展现状初步构建"中医药社会形象评价指标体系待评估框架";采用德尔菲专家咨询法征求"中医药社会形象评价指标体系待评估框架"意见,补充完善后形成最终的中医药社会形象评价指标体系。结果(1)界定中医药社会形象概念。中医药社会形象是指与中医药相关的各种要素(人、事、物等)在人们心中的综合反应,它是社会公众对中医药的总体看法、印象和评价。(2)中医药社会形象评价指标体系待评估框架包含中医药文化形象、中医药科技形象、中医药相关者形象、中医药机构形象、中医药产品/服务形象、中医药国际形象6个一级指标及31个二级指标,共计37个指标。(3)选择中医药领域、品牌管理领域理论与实践经验丰富、背景多元化的24位专家开展德尔菲专家咨询。专家对本项研究热心程度和参与程度很高(问卷回收率92.31%)权威程度较高(权威系数均值为0.83)、专家意见的协调程度较好(总协调系数W=0.31,x 2=267.698,P0.00)。采用界值法对指标进行筛选,判断尺度为指标算数均数高于4.07变异系数低于0.21以及满分比高于0.28,筛选标准为指标中有两个或者两个以上的判断尺度不符合界值标准。经过数据统计分析、专家意见整理和课题组讨论,删除"先进性形象""中医药院校学生形象"两个二级指标,保留中医药养生保健服务人员形象、中医药养生保健机构形象两个二级指标;将"中医药教育科研机构形象"修改为"中医药教育机构形象",将"中医药教育科研工作者形象"与"中医药院校学生形象"合并为"中医药院校师生形象";同时对部分指标的内涵和顺序进行了修改。最终形成的中医药社会形象评价指标体系包含6个一级指标,29个二级指标,共计35个指标。讨论及建议在中医药社会形象评价指标体系构建的过程中进行了大量的文献分析、中医药行业资料收集、居民访谈、专家咨询工作,确保了评价指标体系的科学性。中医药社会形象评价指标体系的建立弥补了中医药社会形象理论研究的不足,为深入开展中医药社会形象研究奠定基础;有助于进一步形成完善的中医药社会形象测评工具,开展中医药社会形象实证研究;为相关管理部门开展中医药社会形象建设工作提示路向,为树立良好的中医药社会形象提供依据。在今后中医药形象管理工作中,应将品牌意识引入到中医药社会形象建设中,实施中医药品牌化战略,树立良好中医药形象;打造中医药媒体宣传平台,主动引导大众媒体议题设置,塑造中医药立体化形象;提升中医药临床疗效,回归中医药医学本质,夯实中医药社会形象根基。
[Abstract]:With the continuous improvement of living standards, people's health consciousness, traditional Chinese medicine has become a hot topic in the eyes of the public. At the same time, the party and the country attaches great importance to the cause of Chinese medicine, has formulated a series of policies and measures, the development of Chinese medicine has been an important strategy up to the national level and to establish and maintain social image. Good medicine is the fundamental guarantee of the development of traditional Chinese medicine. Over the past hundred years, traditional Chinese medicine scientific debate has mixed public opinion environment can be heard without end, make it become more and more complex social image and the blurring of; at the same time, with the diversification of people's demand for medical care, Chinese medicine is a hierarchical social image of fission, people Chinese medicine is not confined to the traditional cognitive simple inexpensive test ". Unfortunately, in the complex environment of public opinion, we can not fully understand the society How to understand the traditional Chinese medicine group? The impression how? To solve these problems, this paper attempts to draw a variety of social image theory, combined with the characteristics of Chinese medicine industry, to explore a more effective and objective scientific TCM social image evaluation index system. The purpose of the reference image of society at home and abroad related research results, through in-depth interviews with residents Delphy, expert consultation, combined with the current development of Chinese medicine, construct the evaluation index system of traditional Chinese medicine social image, for the future of the objective, accurate evaluation of Chinese medicine to provide the basis of social image, convenient management to accurately understand the status quo of Chinese medicine Chinese medicine to measure social image, social image construction, which lay a theoretical foundation to establish a good social image in traditional Chinese medicine. The research contents and methods at home and abroad summarized image, social image, brand image, national image, corporate image The concept, definition of the concept of traditional Chinese medicine social image, which lays the theoretical foundation for the construction of the evaluation index system of TCM. The social image evaluation index system construction goal in the social image of Chinese medicine under the guidance of the brand image, the image of the country, the evaluation dimensions of corporate image, through interviews with residents of mining key element extraction of traditional Chinese medicine social image. According to the development status of Chinese medicine is preliminarily constructed the evaluation index system of traditional Chinese medicine to the social image evaluation framework ";" evaluation index system for traditional Chinese medicine to the social image evaluation framework "comments by Delphy expert consultation, the final Chinese medicine social image evaluation index system formed the perfect supplement. Results (1) the definition of social image of traditional Chinese medicine the concept of traditional Chinese medicine. The social image refers to the various elements of Chinese medicine related (people, things, etc.) the comprehensive reaction in the hearts of the people, it is the public on The general view of TCM, impression and evaluation. (2) the evaluation index system of traditional Chinese medicine to the social image evaluation framework with TCM traditional Chinese medicine science and technology culture image, image, image of Chinese medicine, Chinese medicine institutions of traditional Chinese medicine image, product / service image, the international image of Chinese medicine 6 level indicators and 31 two indicators, a total of 37 indicators. (3) choose the field of traditional Chinese medicine, brand management in the field of theory and practical experience, 24 experts to carry out a wide range of backgrounds. Delphy expert advice on the study of experts is very high degree of enthusiasm and participation (questionnaire recovery rate 92.31%) higher degree of authority (authority coefficient is 0.83), expert opinion better coordination (total coordination coefficient W=0.31, x, 2=267.698, P0.00). The boundary value method for index selection, determine the scale index counts were higher than 4.07 coefficient of variation is less than 0.21 and higher than out 0.28, as the index screening criteria in two or more than two of the judgment does not comply with the boundary value standard. After statistical analysis, expert opinion collation and research group discussion, to remove the "advanced image" and "Chinese Medicine College Students' image" two level two indexes, retain the traditional Chinese medicine health care service image. The Chinese medicine health care institutions image of the two level two indexes; the Chinese medicine education and scientific research organization image "to" Chinese medicine education institutions, the "image" of Chinese medicine education research image "and" students "in Colleges and universities of Chinese medicine combined with" the image of Teachers and students in Colleges and universities of Chinese medicine "; at the same time, the connotation of the part of the index and in order to carry out the modification. The final form of the traditional Chinese medicine social image evaluation index system including 6 first level indicators, 29 level two indexes, a total of 35 indicators. Discussion and suggestion of constructing the evaluation index system of social image in traditional Chinese Medicine In the process of analyzing a lot of literature, the Chinese medicine industry data collection, interviews, expert consultation, to ensure that the scientific evaluation index system. To establish the evaluation index system of traditional Chinese medicine social image to make up for the shortcomings of traditional Chinese medicine social image theory research, lay the foundation for further study on traditional Chinese medicine social image; help to further the formation of Chinese medicine evaluation tool to improve social image, carry out an empirical study on Chinese medicine social image; that way for the relevant departments to carry out TCM social image construction work, provide the basis for establishing a good social image of traditional Chinese medicine. In the future work of Chinese medicine in image management, brand awareness should be introduced into the construction of Chinese social image medicine, Chinese medicine to implement brand strategy, establish a good image of Chinese medicine; traditional Chinese medicine to create a media platform to actively guide the media agenda Setting up the stereoscopic image of traditional Chinese medicine, improving the clinical efficacy of traditional Chinese medicine, returning to the essence of traditional Chinese medicine and consolidating the foundation of the social image of traditional Chinese medicine.

【学位授予单位】：北京中医药大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R211

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