| BackgroundWith the development of living standard,people's health consciousness become stronger.Traditional Chinese Medicine(TCM)has become a hot topic.At the same time,a series of policy measures has been published.The development of TCM is becoming a strategy as national level.Setting up a good social image of TCM is the fundamental guarantee of the development.Over the past century,the TCM scientific arguments has always been heard,a mixed public opinion environment makes its social image complicated and blurred;At the same time,along with the diversification of people health care requirement,social image of TCM is a layered fission,is no longer just limited to the "simple,convenient,cheap,verifiable " of the traditional cognition.Unfortunately,under the complex environment of public opinion,we can't accurate comprehensive understanding of the social group how to understand TCM?What is the impression of it?According to the above problem,this paper tries to reference from a variety image of evaluation theory,combined with the characteristics of TCM,to explore a set of relatively effective,objective and scientific evaluation index system of social image of TCM.ObjectivesReferencing domestic and overseas social image related research results,Delphi expert consultation and in-depth interviews of people had been used,combining with the present situation of the development of TCM,defining the social image of TCM,constructing evaluation index system of social image of TCM,objective and accurate evaluation for the future social image of TCM,let administrative department understand situation of social image,set up a theory basis of good social image of TCM.Contents and methodsCombing social image related research at home and abroad,sum up image,brand image,the concept of national image,enterprise image,defines the concept of the social image of TCM,and to build the theoretical basis for social image evaluation index system of TCM.In social image evaluation index system of TCM,under the guidance of build targets for reference,national image and brand image dimensions of the evaluation of the corporate image,through interview residents digging refining the key elements of social image of TCM,combining with the development of TCM preliminary build "social image evaluation index system for evaluation framework of TCM".Using Delphi expert consultation method for "social image evaluation index system for evaluation framework of TCM".After the complement,finally the final social image evaluation index system of TCM had been formed.Results(1)The social image of TCM had been defined.Social image of TCM refers to the various elements related to TCM(people,things,etc.)in the synthesis reaction in people's mind,it is the overall view of the impression and evaluation of TCM from social public,.(2)Social image evaluation index system for evaluation framework of TCM contains cultural image of TCM,science and technology image of TCM,relevant persons image of TCM products/services image of TCM,international image of TCM,6 primary indexes and 31 secondary indexes,a total of 37 indexes.(3)24 experts had been selected to do the Delphi expert consultation.The experts had enthusiasm and high participation(questionnaire recovery rate 92.31%)and authority(authority coefficient average 0.83),the opinions of experts had good coordination(total coordination coefficient W=0.31,chi-square=264.064,P<0.00).Filtered by the method of boundary value indicators,to determine scale index arithmetic mean higher than 4.09,the variation coefficient less than 0.20,and full marks than higher than 0.28,the selection criteria for indicators have two or more than two judgment scale does not conform to the standard value.After data analysis and research study discussion delete advanced image secondary indexes,retains the TCM keeping in good health care personnel image,user/lovers image of TCM,Chinese medicine health care institutions image three secondary indexes;Some indexes are adjusted at the same time,combined with expert advice the meanings and the order of the final form of social image evaluation index system of TCM contains six first-level indicators,30 secondary indexes,a total of 36 indicators.Discussion and suggestionsIn the process of the evaluation index system of social image of TCM,we had done a lot of literature analysis,information collection,residents survey interviews,expert consultation,to ensure the scientificity of the evaluation index system.The establishment of evaluation index system of social image of TCM made up for the inadequacy of social image of TCM theory research;Help to form the social image of TCM further evaluation tools,and to carry out the social image of TCM empirical research;For the related management department to carry out the work in building the social image of TCM,lay a foundation for establishing good social image of TCM.In the future of image management of TCM,brand awareness should be introduced to the construction of the social image of TCM.Brand strategy of TCM should be used to set up better social image of TCM.Media platform of TCM should be made to actively guide the mass media agenda setting,shape the three-dimensional image of TCM;The clinical curative effect of TCM should be improved,return to essence of TCM,strengthen the foundation of social image of TCM. |
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