佛山市中医药文化市场的现状与需求调查分析

Investigation and Analysis on the Present Situation and Demand of the Cultural Market of Chinese Medicine in Foshan

目的：通过人们对中医药防病治病及养生保健功能的认知、接受程度、市场现状及需求，为政府相关部门和医疗机构培育、发展中医药文化，保护好文物古迹，并依托自身良好资源和事业基础，积极发展中医药健康服务业提供决策依据。方法：2015年5月，在腾讯问卷系统通过大型本地论坛、微信、QQ等平台上对1005名受访者进行了调查，受访者主要为本地20～50岁的具有消费力的人群。结果：受访者信赖和喜爱中医药，要建设历史文化名城，必须重振中医中药，使其成为佛山的重要产业，对传统的中医疗法和养生保健方法接受程度较高，但认为中医药保健市场混乱，消费意愿与实际消费之间存在“落差”，提示市场未能提供足够的高品质、收费合理的保健服务。结论：佛医佛药有着良好的群众基础，中医药文化氛围浓厚，人们对中医药的医疗保健市场需求巨大．并希望市场细分提供不同定位的服务．民众对中医药在佛山文化名城建设申所起的作用寄予了厚望。

Objective： To cultivate and develop traditional Chinese medicine （TCM） culture for governmental relevant departments and medical institutions, to protect cultural relics and historic sites relying on its good resources and Industry foundation and to provide basis for decision-making of the development of health service of TCM by investigate the cognition, accept degree, market situation and demand on the function of prevention and health care. Methods： The 1005 respondents were surveyed by Tencent questionnaire system by large local forum, WeChat, QQ and other platforms, which mainly aims at local 20-50 years old consumer on May 2015. Results： Traditional Chinese medicine was trusted and accepted by respondents. It＇s necessary to revitalize TCM so as to be an important industry in Foshan because of the need of construction of historical and cultural city. While they also consider that there is some confusion on the TCM health care market and some ＂gap＂ existed between the consuming intention and the actual consumption. It＇s the appearance of market failed to provide enough high-quality, reasonable charge health care services. Conclusion： There is a good mass base in Foshan medicine and have a strong TCM cultural atmosphere. There is also a huge market demand on TCM health care. It＇s expected to the market segmentation with different positioning service. The civilians have great expectations on playing parts in the cultural construction of Fosban city.