Kano模型在中医药品牌营销教学中的应用研究  

Research on the Application of Kano Model in the Teaching of Traditional Chinese Medicine Brand Marketing

作　　者：刘雅兰[1] 湛欢[1] 杨明秀[1] LIU Yalan;ZHAN Huan;YANG Mingxiu(Hunan University of Chinese Medicine,Changsha,Hunan 410208,China)

机构地区：[1]湖南中医药大学,湖南长沙410208

出　　处：《湖南中医药大学学报》2020年第11期1432-1436,共5页Journal of Hunan University of Chinese Medicine

基　　金：湖南省普通高等学校教学改革研究2018年度项目(2018-308);湖南省教育科学“十二五”规划2015年度课题(XJK015CGD043);湖南中医药大学校级教改课题(2017-JG034)。

摘　　要：目的中医药品牌营销课程的教学内容与方法是影响学生课堂参与度与满意度的关键因素,是中医药品牌营销教学的核心。方法在对224名学生调研的基础上,将Kano模型引入教学需求识别研究中,分析中医药院校学生品牌营销学习需求的类型及优先序。结果通过Kano模型对品牌营销课程需求分类,21项学习需求中,5项为魅力属性,6项为期望属性,5项为必备属性,5项为无差异属性,以此结果出发,提出中医药品牌营销教学的策略:以必备属性为基础,满足学习者的基本需求;以魅力属性为核心,多增加课程亮点;以期望属性为重点,不断优化各项需求,进一步提高学习者满意度。Objective The teaching content and methods of traditional Chinese medicine(TCM)brand marketing courses are the key factors affecting students'classroom participation and satisfaction,and are the core of TCM brand marketing teaching.Methods Based on the investigation of 224 students,Kano model was introduced into the study of teaching demand identification,and the types and priorities of brand marketing learning needs of students in TCM colleges were analyzed.Results According to Kano model,brand marketing curriculum needs were classified.Of the 21 learning needs,5 were charm attributes,6 were expectation attributes,5 were essential attributes,and 5 were no difference attributes.Based on this result,the strategies of brand marketing teaching of TCM were put forward:with the basis of essential attributes,the basic needs of learners should be met;with the core of charm attributes,the highlights of the curriculum should be increased;with the key point of expectation attribute,various needs should be continuously optimized,so as to further improve the satisfaction of learners.

关 键 词：KANO模型 中医药品牌化 教学方式 需求分析 

分 类 号：R2[医药卫生—中医学] C93[经济管理—管理学]