互联网时代中医馆发展的PEST-SWOT分析与对策研究  

Study on PEST-SWOT analysis and countermeasures of the development of traditional Chinese medicine clinics in the Internet era

作　　者：王若佳 杨惠雯 张凯旋 郭凤英 WANG Ruojia;YANG Huiwen;ZHANG Kaixuan;GUO Fengying(School of Management,Beijing University of Chinese Medicine,Beijing 102401,China;School of Public Health,Lanzhou University,Lanzhou Gansu 730013,China)

机构地区：[1]北京中医药大学管理学院,北京102401 [2]兰州大学公共卫生学院,甘肃兰州730013

出　　处：《卫生软科学》2024年第8期23-28,共6页Soft Science of Health

基　　金：教育部产学合作协同育人项目-新医科背景下“AI+医疗”数据分析实训项目(202102001001);北京中医药大学揭榜挂帅项目-多特征融合视角下的网络虚假中医健康信息识别研究(2022-JYB-JBRW-012)。

摘　　要：中医馆在互联网化发展中面临诸多机遇与挑战。本研究基于PEST-SWOT模型,从政治、经济、社会和技术4个方面分析影响中医馆发展的内外部因素,发现其面临政策支持、市场需求、技术创新和文化传承等机遇,但同时存在法律规范、人才培养、质量监管和竞争压力等挑战。未来,中医馆应充分利用国家政策和法律的优势,紧抓市场需求和技术革新的契机,完善服务模式,缩小数字鸿沟,以推动互联网时代中医馆的数字化发展进程。Traditional Chinese medicine(TCM)clinics face many opportunities and challenges in the development of Internet.Based on PEST-SWOT model,this study analyzes internal and external factors affecting the development of TCM clinics from four aspects:politics,economy,society and technology.It is found that TCM clinics face opportunities such as policy support,market demand,technological innovation and cultural inheritance,but at the same time there are challenges such as legal norms,talent training,quality supervision and competitive pressure.In the future,TCM clinics should make full use of the advantages of national policies and laws,seize the opportunity of market demand and technological innovation,improve the service model,narrow the digital divide to promote the digital development of TCM clinics in the Internet era.

关 键 词：中医馆 互联网化 PEST-SWOT 

分 类 号：R197.4[医药卫生—卫生事业管理]