摘要
当前,中医药文化对外传播与交流的重要性业已成为社会共识。马莱茨克传播模式对传播过程进行了系统分析,给中医药文化对外传播提供了重要启示。运用马莱茨克模式分析可发现跨国中医药企业具有独特优势,要更好地发挥其在中医药文化对外传播中的作用,跨国中医药企业需要:明确讯息编码目标,准确定位企业形象;与时俱进树立新的编码理念,提高编码讯息针对性;做好公共关系,巧用和活用编码技巧;重视接收者反馈环节,建立完善形象危机预警机制。
At present,the importance of international communication and exchange of traditional Chinese medicine(TCM)culture has become a social consensus.Maletzke Model systematically analyzes the communication process,providing important implications for the spread of Chinese medicine.Through Maletzke Model,it can be found that multinational TCM companies have unique advantages in the communication.In order to play a more important role in the international communication of TCM culture,multinational TCM companies should clear coding goals,accurately position the corporate images of TCM companies;set new coding concept with the times and improve the relevance of coded messages;do public relations and skillfully utilize coding skills;attach more importance to decoding feedback and perfect image crisis warning mechanism.
作者
曾俊秀
ZENG Junxiu(School of Foreign Languages,Chengdu University of Traditional Chinese Medicine,Chengdu 610075,China)
出处
《长春大学学报》
2019年第9期102-105,共4页
Journal of Changchun University
基金
四川省社会科学规划项目(SC17WY009)
四川省中医药文化协同发展研究中心项目(ZYYWH1713)
成都中医药大学校级项目(RWQN1721,JGYB2018053)
关键词
中医药文化
文化对外传播
跨国中医药企业
马莱茨克模式
TCM culture
international culture communication
multinational TCM companies
Maletzke Model
