全球化背景下中医药文化产业传播研究

On Dissemination of Chinese Medicine Culture Industry in Globalization

全球化背景下的中医药文化产业面临着难得的发展契机,近年来,政府高度重视中医药的发展,推出了一系列扶持和促进中医药发展的举措,但也遇到传播方面的问题,如何从传播学理论层面去看待传统中医药文化产业发展问题,结合文化安全战略和文化软实力理论正确认识发展中医药文化产业的现实意义,针对"互联网+"时代出现的传播现状,提出发展中医药文化产业发展的传播策略。

In globalization, Chinese medicine culture industry has a rare opportunity of development. In recent years, Chinese government has attached great importance to Chinese medicine by introducing a series of measures to support and promote its development. In this process, the government has also met with dissemination problems. The paper discusses the way to understand the development problems that Chinese medicine culture industry is faced with from the communication theory. It points out the practical significance in developing Chinese medicine culture industry in terms of cultural security strategy and soft power of culture. In the end, the paper puts forth the dissemination strategy for Chinese medicine culture industry, considering the dissemination situation in the era of the Internet Plus.