本文關(guān)鍵詞：中醫(yī)藥社會形象評價指標(biāo)體系研究　出處：《北京中醫(yī)藥大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 德爾菲專家咨詢法 訪談法 評價指標(biāo)體系 中醫(yī)藥社會形象

【摘要】：背景隨著生活水平的不斷提高,人民群眾保健意識不斷增強(qiáng),中醫(yī)藥已成為公眾視野中的熱門話題。同時,黨和國家高度重視中醫(yī)藥事業(yè),先后制定出臺了一系列政策措施,中醫(yī)藥發(fā)展已經(jīng)上升為國家層面的重要戰(zhàn)略。而樹立和維護(hù)良好的中醫(yī)藥社會形象是中醫(yī)藥發(fā)展的根本保障。近百年來,關(guān)于中醫(yī)藥科學(xué)性爭論一直不絕于耳,褒貶不一的輿論環(huán)境使其社會形象愈益復(fù)雜化和模糊化;同時,隨著人們醫(yī)療保健需求的多樣化,中醫(yī)藥社會形象正在出現(xiàn)分層式的裂變,人們對中醫(yī)藥已經(jīng)不再僅僅局限于"簡便廉驗"的傳統(tǒng)認(rèn)知。遺憾的是,在復(fù)雜的輿論環(huán)境下,我們無法準(zhǔn)確全面地了解社會群體如何認(rèn)識中醫(yī)藥?對其印象究竟如何?針對上述問題,本文試圖借鑒多種社會形象理論,結(jié)合中醫(yī)藥行業(yè)特點(diǎn),探索出一套較為行之有效、客觀科學(xué)的中醫(yī)藥社會形象評價指標(biāo)體系。目的參考國內(nèi)外社會形象相關(guān)研究成果,通過居民深入訪談和德爾菲專家咨詢,結(jié)合中醫(yī)藥的發(fā)展現(xiàn)狀,構(gòu)建中醫(yī)藥社會形象評價指標(biāo)體系,為今后客觀、準(zhǔn)確地評價中醫(yī)藥社會形象提供依據(jù),方便管理部門準(zhǔn)確認(rèn)識中醫(yī)藥社會形象現(xiàn)狀,衡量中醫(yī)藥社會形象建設(shè)成效,從而為樹立良好的中醫(yī)藥社會形象奠定理論基礎(chǔ)。內(nèi)容與方法梳理國內(nèi)外社會形象相關(guān)研究,總結(jié)歸納形象、品牌形象、國家形象、企業(yè)形象的概念,界定中醫(yī)藥社會形象的概念,為構(gòu)建中醫(yī)藥社會形象評價指標(biāo)體系奠定理論基礎(chǔ)。在中醫(yī)藥社會形象評價指標(biāo)體系構(gòu)建目標(biāo)的指導(dǎo)下,借鑒品牌形象、國家形象、企業(yè)形象的評價維度,通過居民訪談挖掘提煉中醫(yī)藥社會形象的關(guān)鍵元素,結(jié)合中醫(yī)藥的發(fā)展現(xiàn)狀初步構(gòu)建"中醫(yī)藥社會形象評價指標(biāo)體系待評估框架";采用德爾菲專家咨詢法征求"中醫(yī)藥社會形象評價指標(biāo)體系待評估框架"意見,補(bǔ)充完善后形成最終的中醫(yī)藥社會形象評價指標(biāo)體系。結(jié)果(1)界定中醫(yī)藥社會形象概念。中醫(yī)藥社會形象是指與中醫(yī)藥相關(guān)的各種要素(人、事、物等)在人們心中的綜合反應(yīng),它是社會公眾對中醫(yī)藥的總體看法、印象和評價。(2)中醫(yī)藥社會形象評價指標(biāo)體系待評估框架包含中醫(yī)藥文化形象、中醫(yī)藥科技形象、中醫(yī)藥相關(guān)者形象、中醫(yī)藥機(jī)構(gòu)形象、中醫(yī)藥產(chǎn)品/服務(wù)形象、中醫(yī)藥國際形象6個一級指標(biāo)及31個二級指標(biāo),共計37個指標(biāo)。(3)選擇中醫(yī)藥領(lǐng)域、品牌管理領(lǐng)域理論與實踐經(jīng)驗豐富、背景多元化的24位專家開展德爾菲專家咨詢。專家對本項研究熱心程度和參與程度很高(問卷回收率92.31%)權(quán)威程度較高(權(quán)威系數(shù)均值為0.83)、專家意見的協(xié)調(diào)程度較好(總協(xié)調(diào)系數(shù)W=0.31,x 2=267.698,P0.00)。采用界值法對指標(biāo)進(jìn)行篩選,判斷尺度為指標(biāo)算數(shù)均數(shù)高于4.07變異系數(shù)低于0.21以及滿分比高于0.28,篩選標(biāo)準(zhǔn)為指標(biāo)中有兩個或者兩個以上的判斷尺度不符合界值標(biāo)準(zhǔn)。經(jīng)過數(shù)據(jù)統(tǒng)計分析、專家意見整理和課題組討論,刪除"先進(jìn)性形象""中醫(yī)藥院校學(xué)生形象"兩個二級指標(biāo),保留中醫(yī)藥養(yǎng)生保健服務(wù)人員形象、中醫(yī)藥養(yǎng)生保健機(jī)構(gòu)形象兩個二級指標(biāo);將"中醫(yī)藥教育科研機(jī)構(gòu)形象"修改為"中醫(yī)藥教育機(jī)構(gòu)形象",將"中醫(yī)藥教育科研工作者形象"與"中醫(yī)藥院校學(xué)生形象"合并為"中醫(yī)藥院校師生形象";同時對部分指標(biāo)的內(nèi)涵和順序進(jìn)行了修改。最終形成的中醫(yī)藥社會形象評價指標(biāo)體系包含6個一級指標(biāo),29個二級指標(biāo),共計35個指標(biāo)。討論及建議在中醫(yī)藥社會形象評價指標(biāo)體系構(gòu)建的過程中進(jìn)行了大量的文獻(xiàn)分析、中醫(yī)藥行業(yè)資料收集、居民訪談、專家咨詢工作,確保了評價指標(biāo)體系的科學(xué)性。中醫(yī)藥社會形象評價指標(biāo)體系的建立彌補(bǔ)了中醫(yī)藥社會形象理論研究的不足,為深入開展中醫(yī)藥社會形象研究奠定基礎(chǔ);有助于進(jìn)一步形成完善的中醫(yī)藥社會形象測評工具,開展中醫(yī)藥社會形象實證研究;為相關(guān)管理部門開展中醫(yī)藥社會形象建設(shè)工作提示路向,為樹立良好的中醫(yī)藥社會形象提供依據(jù)。在今后中醫(yī)藥形象管理工作中,應(yīng)將品牌意識引入到中醫(yī)藥社會形象建設(shè)中,實施中醫(yī)藥品牌化戰(zhàn)略,樹立良好中醫(yī)藥形象;打造中醫(yī)藥媒體宣傳平臺,主動引導(dǎo)大眾媒體議題設(shè)置,塑造中醫(yī)藥立體化形象;提升中醫(yī)藥臨床療效,回歸中醫(yī)藥醫(yī)學(xué)本質(zhì),夯實中醫(yī)藥社會形象根基。
[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.

【學(xué)位授予單位】：北京中醫(yī)藥大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：R211

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