The Investigation And Research On Chinese Cultural Activities Of The Confucius Institute Of Traditional Chinese Medicine At Huachiew Chalermprakiet University

With the rise of global Chinese fever,Chinese culture has spread rapidly around the world.In order to better spread Chinese culture,especially Chinese medicine culture,Tianjin University of Traditional Chinese Medicine(TCM)and Huachiew Chalermprakiet University established the first Confucius Institute of Traditional Chinese Medicine in Thailand in 2016.The Confucius Institute of TCM is committed to the communication of Chinese knowledge and culture of TCM.In the four years since its establishment,the Confucius Institute of TCM has attracted more and more Thais to learn Chinese.At the same time,the Confucius Institute of TCM is actively organizing a variety of Chinese cultural activities to promote the communication of TCM culture made a contribution.In order to deeply understand the cultural activities and effects of the Confucius Institute of TCM at Huachiew Chalermprakiet University,explore effective ways and methods to promote Chinese culture,and provide a certain reference for the cultural activities of the Confucius Institute in the future,the author conducted research on this subject.This research collects and analyzes the development of Chinese cultural activities of the Confucius Institute of TCM at Huachiew Chalermprakiet University of Overseas Chinese in the past 4 years,investigates the effect of communication through the activity evaluation form and questionnaire,and conducts in-depth analysis of specific activity cases based on the "5W" cultural communication theory.And compared with the cultural activities carried out by the Confucius Institute at Bansomdej Chaopraya Rajabhat University,analyzed that the cultural activities of the Confucius Institute of TCM have the characteristics of Chinese medicine and practice,and found some problems: the communicator’s Chinese talent level is not high;the content and form of communication Single;insufficient use of media;insufficient attention to the needs and feedback of the target of communication.In order to improve the quality of cultural activities and the effect of cultural communication,suggestions are made from six aspects:the organizer,audience,content,media,effect and main body: improve the organizer’s comprehensive quality;enrich the contents of the activities and increase the characteristics of the activities;optimize the publicity Channels,strengthen online publicity;deeply understand the needs of the audience and increase the pertinence of activities;create high-quality activities and establish an evaluation system;different Confucius Institutes can learn from each other and cooperate with each other for a win-win situation.