Strategies For University To Promote Traditional Chinese Medicine Culture Overseas

With the implementation of the Belt and Road Initiative and the growing demand for health and cultural industries of the countries along the routes,the pace of cooperation and exchange between China and other countries along the route has accelerated,and the internationalization of Traditional Chinese Medicine(TCM)culture is facing unprecedented opportunities.This paper takes S University as an example to sort out the current situation of the overseas promotion of TCM culture by Taiji Health Center,and interviews and consultations with relevant personnel and experts.Based on the comprehensive research data,literature and interview records,this paper analyzes the strengths and weaknesses of S University’s pharmaceutical culture overseas promotion and the opportunities and challenges faced in the Belt and Road initiative.Based on the SWOT analysis,this paper finds that the advantage of S University is that it has a professional strength and academic level in China and has rich research foundation and practical experience in overseas cultural exchanges.The center’s preliminary work has a solid foundation for project funding protection.TCM culture is attractive to overseas people;the disadvantage is that the existing bilingual language teaching ability of the center is weak,there is a shortage of professionals engaged in the promotion of TCM culture overseas,the promotion effect on the new media platform is not good,and cooperation with overseas institutions is promoted.The position is not clear;external opportunities are the Belt and One Road Initiative that provides policy support for the “going out” of Traditional Chinese medicine,WHO Traditional Medical strategy has promoted the overseas development of TCM,and the overall view of TCM conforms to the transformation of contemporary medical models.The concept of modern overall health coincides with the increasing international attention and recognition of TCM.The challenge is that some Western countries will promote traditional culture as a tool for “cultural aggression” as well as traditional culture from other countries,and competition of other TCM cultural transmission agencies.According to the SWOT analysis results,the internal and external factors affecting S University’s overseas Chinese medicine culture were determined.Then,the internal and external influence factor evaluation matrix(IFE and EFE)were used for quantitative analysis,and the TOWS matrix and IE matrix analysis results were synthesized.The difficulty of internal development restricts the opportunities created by S University’s use of external environmental factors.Therefore,S University should adopt an expansion strategy for promoting Chinese medicine culture overseas,that is,a combination strategy of WO and SO.S University should seize the opportunity to continue to exert its advantages and use Existing external opportunities to compensate for their own internal disadvantages to avoid risks and turn disadvantages into advantages and opportunities for development.Finally,this paper puts forward the specific measures for S University to promote Chinese medicine culture overseas under the initiative of “One Belt, One Road”.1.Concept setting: attract overseas audiences with a healthy mindset.To serve the health of the people of all countries in the world,to guide TCM culture and modern health needs Combine organically,create audiences’ values that identify with each other,subdivide the needs of different audience groups,and “repack” TCM culture,infiltrate culture into the daily life of overseas citizens,and maintain and enhance the physical and mental health of people around the world.2.Carrier selection: grasp policy opportunities to open up space for development.Take cultural industry as an entry point for promoting TCM culture,create a "Tai Chi Health" TCM cultural brand,integrate TCM culture into TCM trade,explore the organic integration of traditional medicine and tourism industry,and reflect TCM culture The advantages of services in health care;broaden the channels for propagating Chinese medicine culture,and form a propaganda force in conjunction with emerging media,so that the spread of Chinese medicine culture has a broad mass base.3.Specific paths: innovative cooperation mode to attract professionals.Taking the responsibility of linking national strategies,taking the development of the overall situation of Chinese medicine as a prerequisite,leveraging overseas Chinese cultural centers,Chinese medicine centers,Confucius Institutes for Traditional Chinese Medicine and other platforms to transform homogenous competition into platform sharing and differentiated development;Social capital and non-governmental forces form complementarity of advantageous resources,reduce the cost of cooperation and joint construction,and dilute the official policies and ideological colors.The Chinese “overseas military team” brings together the group forces of overseas students,Chinese and overseas Chinese,and foreign friends from China to become the bridge of TCM culture to combine China with countries alongside the Belt and Road.