贵州民族医药文化认同对区域医药品牌资产的影响机理研究

On the Influence of Cultural Identity on Guizhou Ethnic Medicine on Regional Medical Brand Assets

在全球化和文化多元的背景下,民族医药文化认同对区域医药品牌建设具有不可忽视的价值。本文基于需求侧视角,构建了“民族医药文化认同——区域医药品牌资产”模型,并选取媒介接触频率、媒介接触信任以及参照作用作为调节变量。研究结果显示,民族医药文化认同对区域医药品牌资产具有显著的正向影响,同时媒介接触频率与媒介接触信任在两者间发挥双重调节效应。为实现贵州民族医药品牌的长期发展,应借鉴资本增殖的逻辑与文化扩散机制,以健康事业为核心,融入区域民族文化特色,通过品牌延伸策略拓宽传播渠道,构建具有贵州区域特色的医药品牌,推动“黔药”出山。

In the context of globalization and multiculturalism,the cultural identity on ethnic medicine plays an indispensable role in the construction of regional medical brands.This paper constructs a model of"Ethnic Medicine Cultural Identity-Regional Medical Brand Assets"from the demand side perspective,selecting media exposure frequency,media exposure trust,and reference effect as moderating variables.The study findings indicate that cultural identity on ethnic medicine has a significant positive impact on regional medical brand assets.Moreover,both media exposure frequency and media exposure trust play dual moderating roles between them.To achieve the long-term development of Guizhou's ethnic medicine brands,we should draw on the logic of capital appreciation and the mechanism of cultural dissemination,focus on health care as the core,integrate regional ethnic cultural characteristics,and expand communication channels through brand extension strategies to build a medical brand with regional characteristics of Guizhou and promote"Guizhou Medicine"to go beyond its borders.