Inspiration of Successful Experience of U.S. and European Enterprises Leveraging Sports Marketing on ＂Going Global＂ of Chinese Enterprises

With the globalization of sports event, sports marketing has become a promotion strategy of more and more enterprises. Chinese enterprises have also gradually realized the commercial val^e of sports. Sports marketing has been paid increasing attention by enterprises as a means of brand promotion. Through the analysis of the sports marketing experience of five representative enterprises, Intel, Coca-cola, Herbalife, Omega and Babycare, this paper explores their successful experience, so as to assist Chinese enterprises in ＂going global＂ with the help of sports marketing.

Chief physician Zhang Tang-fa＇s experience of acupuncture for gouty arthritis

Skillful in the treatment of gouty arthritis （GA） by integrated therapies of Chinese and Western medicine, chief physician Zhang Tang-fa proposes to ＇deal with the exterior with the needles, and attack the interior with the drugs, by integrated application of acupuncture and herbal medicine＇, in combination with comprehensive intervention of dietetic therapy and health education. In the treatment of GA, he adopts the syndrome differentiation based upon the pathogenic factors, in combination of syndrome differentiation based upon the six meridians, to reinforce and benefit the spleen and kidney, clear away heat and remove dampness as the therapeutic principle. By acupuncture mainly at the acupoints of the Spleen and Liver Meridians, he also proposes to select the acupoints by the theory of Na Zi Fa （earthly branch method） ofZi Wu Liu Zhu （midnight-noon ebb-flow）, and to puncture the surrounding area of the involved joints shallowly by multiple needles as the major needling method, simultaneously with the reinforcing and reducing manipulations based upon the respiration. In the treatment, acupuncture and acupoint-injection are often used. In diet, low purine diet is often suggested. In health education, the patients are often instructed to understand the disease correctly, eliminate fears and cooperate with doctor＇s treatment positively.

Experience of professor JIA Chun-sheng in rapid analgesia by subcutaneous penetration needling of auricular acupuncture

To introduce the experience of professor JIA Chun-sheng in rapid analgesia and motor function rehabilitation by subcutaneous penetration needling of auricular acupuncture.Subcutaneous penetration needling of auricular acupuncture plays a role in rapid analgesia and motor function rehabilitation in treatment of pain in limbs and trunk and/or limb dysfunction caused by migraine,cervical spondylosis,acute lumbar sprain,soft tissue injury,scapulohumeral periarthritis,lumbar disc herniation,sciatica,stroke or cerebral trauma,and it is worthy of being widely promoted and applied clinically.

Essence of GAO Yu-chun's experience in treatment of stroke

Professor GAO Yu-chun＇s experience in treatment of stroke was systematically summarized in this study.Regulating governor vessel and unblocking brain was used to balance yin and yang and regulate vital activity,and nourishing water to moisten wood was used to restore essence,which were adopted as guiding principles.Qi and blood was observed carefully,acupoint property was known well,and time,acupoints and fomula were selected based on pattern differentiation.Opposing needling and contralateral collateral needling were combined,and needling was used to control the spirit and regulate qi,so as to flatly regulate qi-blood and yin-yang.At the same time,spleen and stomach functions were reinforced and protected.It was emphasized to regulate the mind and body simultaneously for stroke patients,which indicated professor GAO＇s academic ideas and clinical experience of careful observation of qi and blood,flat regulation of yin and yang,and treating disease according to its origin.

Professor Jiping ZHAO's experiences in the differentiation and treatment of peripheral facial paralysis with acupuncture

Professor Jiping ZHAO has unique thoughts on the diagnosis and treatment of peripheral facial paralysis.She pays the great attention to clinical differentiation in treatment with acupuncture, especially meridian differentiation. She believes that the differentiation of lesion is core and the early judgment is critical for the better therapeutic effects on intractable facial paralysis. The local acupoints are selected in the guide of the theory of meridian sinew and stimulated on the base of three-needling theory. The distal acupoints are decided in light of the syndrome differentiation, of which, Hégǔ(合谷 LI 4), Zúsānlǐ(足三里ST 36) and Taichōng(太冲 LR 3) are the basic acupoints. Additionally, Professor ZHAO lays the emphasis on the 5 th branch of facial nerve(cervical branch) in diagnosis and treatment.

Professor Wei-hua ZHANG’s clinical experience in treatment of primary dysmenorrhea with warming-unblocking needling method

The professor Wei-hua ZHANG’s experiences in treatment of primary dysmenorrhea with"warmingunblocking needling method"was introduced in this paper.Prof.Zhang believes that obstruction is the crucial in pathogenesis of primary dysmenorrhea no matter of the excess or the deficiency syndrome.Warming and unblocking principle is the essential in treatment.Hence,an unique therapeutic method is innovated,named warming-unblocking needling method,including three-layer and two-direction warming needling technique at Sanyinjiao(三阴交SP6),two-layer rotating warming-unblocking technique at Zhongji(中极CV3)and one-layer and two-direction warming needling technique at Ciliao(次髎BL32).In this set of needling procedure,acupoint is viewed as a three-dimensional hierarchical structure.A layered and multidirectional needling technique is adopted at main acupoints to enhance the sensations of diqi and to generate heat effect in the local.Additionally,moxibustion is combined to intensify warming and unblocking effect.Simultaneously,the supplementary acupoints are used in response to symptoms.All of the acupoints coordinately warm up the uterus,promote meridian circulation and stop pain.Hence,this therapeutic method achieves relatively excellent effect and deserves to be promoted in practice.

Professor Yu Hai-bo's clinical experience in treating acute attack of hemorrhoids with acupuncture-moxibustion

Hemorrhoid refers to soft vein mass formed by varicosity of submucosal veins around the end of the rectum and subcutanceous veins of the anal canal. It is the most common anorectal disease. This article summarized the regular patterns, features and advantages of Professor Yu Hai-Bo＇s acupuncture-moxibustion therapy for hemorrhoids, in order to guide the acupuncture treatment for hemorrhoids.

ZHANG Ren＇s Needling Experience in Treating Refractory Diseases

Chief doctor ZHANG Ren has been engaged in acupuncture practice and literature research for about forty years, with abundant knowledge and clinical experience, particularly in the application of needling techniques. This article presents his experience in the treatment of refractory diseases.

Introduction to Dr. MA Shao-qun＇s Clinical Experience in Warm Moxibustion

Dr. MA Shao-qun （1903-1992）, a native of Hejian County, Hebei Province, loved reading medical books in his spare time, and thus knew about moxibustion. In 1934, he learnt warm-tube moxibustion by correspondence teaching from the ＂Oriental Acupuncture Agency＂ in Ningbo City,

Brief Talk on Sun Lijuan’s Clinical Experience in Acupuncture

Professor Sun Lijuan has been engaged in acupuncture clinics for over 40 years and has created many specific acupuncture methods based upon her academic thoughts in respecting but not limited to ancient methods and by creating but not indulgent in new techniques, and by learning widely from other＇s strong points, she has achieved remarkable therapeutic effects in the treatment of difficult and intractable diseases not ideally treated by Chinese and western medications. The authors are very lucky to study with Prof. Sun in clinical workshop and to listen to her teachings. Now, Prof. Sun＇s clinical experience in acupuncture is briefly explained as follows.

著名中医学家林兰教授学术经验系列之四 病机以气阴两虚为主治疗当益气养阴为先——治疗糖尿病肾病的经验

林兰教授认为糖尿病肾病的病机以气阴两虚为主 ,应从肺胃气阴两虚、心脾气阴两虚、脾肾气阴两虚等方面整体把握 ;中医治疗宜益气养阴为先 ,视标本缓急 ,灵活论治。

门九章教授运用联合方组治疗慢性肝病经验

联合方组是门氏流派创始人门纯德教授自创的一种特殊的用方用药形式。针对一些慢性疾病,联合方组采用两方或者更多的方剂轮流使用,具有标本同治的特点,既拓宽了方药的使用范围,防止单一用方的偏性;又避免大杂烩方。门九章教授在继承其父亲用药的基础上,常两方轮流使用,这样更有利于动态观察,总结有效经验。门教授在使用联合方组治疗慢性肝病的过程中,重视人体功能状态,注重脾胃,尤重胃气,两方中必有一方以治脾胃为主,取得了很好的疗效。

应用数据挖掘分析徐志瑛治疗慢性阻塞性肺疾病临床经验

目的 :探讨徐志瑛辨证治疗慢性阻塞性肺疾病(慢阻肺)的临床经验。方法 :利用病例采集系统和配套的名老中医学术思想挖掘平台,筛选出符合纳入标准的慢阻肺患者103例,共451诊次病例资料,对其中的主要症状、舌象、脉象、证候分布、治则治法及其症-药关联进行数据挖掘分析。结果:徐志瑛辨治慢阻肺的主要证候依次是痰热内蕴、痰瘀互结、脾肺气虚、痰浊壅肺、痰湿内阻,主要治则治法依次为清肺祛痰、宣肺豁痰、祛瘀通络、滋阴润肺。结论:徐志瑛认为慢阻肺的病理因素主要为痰、瘀、虚、热,治疗上以清肺化痰、健脾益气、活血化瘀为主。

著名中医学家林兰教授学术经验之十二 起病隐匿 易漏诊误诊 辨证施治 宜标本兼顾——治疗糖尿病周围神经病变经验

糖尿病周围神经病变属于中医学血痹、痿证等范围。为糖尿病日久 ,气滞血瘀 ,经脉闭阻 ,血管供血不足所致。本病起病隐匿 ,极易漏诊误诊 ,辨证宜分清标本缓急 ,灵活选方用药。

著名中医学家林兰教授学术经验之十一 病位侧重肝脾肾 治宜祛瘀重养阴——治疗糖尿病视网膜病变的经验

糖尿病视网膜病变的主要病变在肝脾肾 ,阴虚、瘀血是主要病理变化 ,治疗宜重视益气养阴 ,活血化瘀 。

全国著名中医专家李德新教授学术经验之四 脾胃同治分清主次 补虚祛湿调畅气机——脾胃病的治疗用药规律

李德新教授治疗脾胃病 ,融温补濡润于一炉 ,脾胃同治 ,分清主次 ,兼顾肝肾 ,辨证论治。确立了补虚、祛湿、调气为治疗脾胃病之大法。

中西贯通燮因理圆机活法巧辨治——辨治糖尿病的经验述要

林兰教授认为,糖尿病的中医病因病机可概括为“禀赋不足,五脏柔弱”、“情志不调,郁久化火”、“饮食不节,蕴热伤津”、“六淫侵袭,化热损阴”、“劳逸失度,房劳伤肾”五端,应结合现代医学研究,整体把握;临床上宜抓住病机主线,圆机活法,巧妙论治。

王忠民活血化瘀为主辨治外阴前庭炎综合征经验

外阴前庭炎综合征(VVS)是妇科疑难疾病,临床尚无理想治法,特别是中医辨证治疗方面缺乏成熟的临床经验。王忠民主任医师擅长中西医结合治疗妇科疑难疾病、妇科综合征。王忠民主任医师通过多年深入研究,认为VVS病机转归以气滞血瘀为主,而阳气虚弱、气血不足、邪气侵扰、湿热蕴积等因素是其诱因。治疗上分别采用活血化瘀佐以温阳散寒,活血化瘀配以益气养血,活血化瘀兼以扶正祛邪,活血化瘀合以清热利湿等法,疗效较好,具有一定的借鉴意义。

高克俭治疗胸痹经验探析

高克俭教授致力于中西医结合治疗多种疾病,尤其治疗胸痹有独到经验。高教授在先人的基础上创立了胸痹中西医结合整体辨证施治思路,并在胸痹证全程治疗中时刻注重七情阴阳失衡的调整,创立了"望、闻、问、切、触、叩、听、仪"八诊,将胸痹分型为气阴两虚、瘀血阻滞、痰浊壅塞、络脉瘀阻、血脉痉挛、阴寒凝滞、邪郁太阳、心胃阳虚。认为"通"是胸痹治疗之本。确立了温(温通)、通(络脉)、解(痉)、化(瘀血)、祛(痰浊)、补(益气、补肾)、综(综合)、介(介入)八法。治疗方药中均加入活血化瘀及疏肝理气之品。