整合传播理论视域下湖湘中医药文化品牌推广探析  

Exploring the Brand Promotion of Traditional Chinese Medicine Culture in Huxiang from the Perspective of Integrated Communication Theory

作　　者：高欢 王艺桦 李宴秋 张奕雯 王晓凤[1] GAO Huan;WANG Yihua;LI Yanqiu;ZHANG Yiwen;WANG Xiaofeng(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：《文化创新比较研究》2024年第15期95-98,共4页Comparative Study of Cultural Innovation

摘　　要：湖湘中医药是一座瑰丽的文化宝库,要充分挖掘湖湘中医药文化并深入提炼其文化特质,并在吸收、借鉴其他地域中医药文化和与之竞争的过程中形成具有创新性的传播模式与路径。该文试图对湖湘中医药文化发展、文化品牌建构与传播现状进行梳理,在此基础上提出运用整合营销和创意传播管理的方式促进湖湘中医药文化推广与传播,分析各种传播方式的可行性与创新性,充分认知大众对于湖湘中医药文化的支持度与认可度,进而精准定位,逐类对不同年龄、不同阶层的中医药文化接收者输出不同的中医药文化内容,旨在更好地推动湖湘中医药文化的发展,建构湖湘中医药文化品牌形象。Huxiang Traditional Chinese Medicine is a magnificent cultural treasure trove.It is necessary to fully tap into Huxiang Traditional Chinese Medicine culture and deeply extract its cultural characteristics,and form innovative dissemination models and paths by absorbing,borrowing from other regional traditional Chinese medicine cultures and competing with them.This article attempts to sort out the development,cultural brand construction,and dissemination status of traditional Chinese medicine culture in Huxiang.Based on this,it proposes the use of integrated marketing and creative communication management to promote the promotion and dissemination of traditional Chinese medicine culture in Huxiang.The feasibility and innovation of various communication methods are analyzed,so that we can fully understand the public's support and recognition of traditional Chinese medicine culture in Huxiang,and accurately position it.Different types of traditional Chinese medicine culture receivers of different ages and social classes are output with different traditional Chinese medicine culture content,aiming to better promote the development of traditional Chinese medicine culture in Huxiang and construct the brand image of traditional Chinese medicine culture in Huxiang.

关 键 词：湖湘中医药 文化传播 网络媒体 品牌形象建构 整合营销 创意传播管理 

分 类 号：G122[文化科学]