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中医药主题夏令营认知情况及市场需求调查分析 ——以北京市高中生为例

【作者】 刘传绪

【导师】 文占权;

【作者基本信息】 北京中医药大学, 社会医学与卫生事业管理, 2018, 硕士

【副题名】以北京市高中生为例

【摘要】 目的中医药主题夏令营作为中医药文化体验和中医药科普宣传的一种创新形式,正日益受到广大家长和学生的喜爱。中医药主题夏令营将营地生活与中医药教育很好地结合,极大地丰富和提高了学生的中医药素养。开展中医药主题夏令营活动有助于中医药的传承和弘扬,能够积极推进中医药文化更好的走进学校和家庭。本研究以北京市高中生作为调查对象,对中医药主题夏令营的认知及需求情况进行全面调查,深入分析北京市高中生对中医药主题夏令营活动的需求偏好以及主要的影响因素,并在此基础上提出符合北京市高中生特点的中医药主题夏令营发展建议。希望能为中医药行业管理部门、中医药主题夏令营举办者以及中医药教育机构提供相应的数据支持和理论参考。方法本研究通过文献研究及专家咨询,结合北京市高中生的实际情况拟定北京市高中生中医药主题夏令营市场需求调查问卷。调查的内容主要包括:北京市高中生的基本信息、参加夏令营的情况、中医药的了解情况、学校开展中医药活动情况、中医药主题夏令营的认知情况、中医药主题夏令营的参与意愿、中医药主题夏令营的选择偏好等。选择样本学校,采用线下问卷调查方式,对调查问卷所获得的数据,运用SPSS 20软件进行统计学分析,主要包括构成比、卡方检验以及logistic回归模型,系统分析出北京市高中生对中医药主题夏令营认知和需求情况的差异。最后根据统计数据,结合案例分析,提出符合北京市高中生特点的中医药主题夏令营的发展建议。结果和结论通过调研发现,北京市高中生对中医药主题夏令营的认知度不高,只有19.52%的受访高中生表示了解或者很了解,但对于中医药主题夏令营的需求较大,78.95%受访的北京市高中生对于中医药主题夏令营表现出浓厚的兴趣,并且95.83%的同学认为参加中医药主题夏令营能够对其身心健康提供帮助。性别(p<0.05)、分科情况(p<0.05)、家庭月收入情况(p<0.05)、是否参加过某种主题夏令营(p<0.05)、对于中医药主题夏令营的了解情况(p<0.05)对北京市高中生选择中医药主题夏令营意愿存在较大影响。选择参加中医药大学举办的夏令营最多,占比达到了 61.62%,中医药大学在中医药主题夏令营举办方面具有着特殊优势。70.16%的受访高中生和64.69%的受访高中生会选择采用网络和家人朋友的推荐来了解中医药主题夏令营的相关知识。在对于中医药主题夏令营的课程设计内容上,排名靠前的依次是健康知识讲座、中医体检、中药采摘、生命价值观的学习、名医问诊等方面的内容。体验式学习(78.07%)成为北京市高中生选择中医药主题夏令营的主要学习方式。中医药主题夏令营自身的教师水平等软件要求成为了中学生主要关注的方面。对于中医药主题夏令营的价格(以一周为主)的需求在500~1000元(40.35%),价格偏向于中低端。而对于夏令营活动时间需求则希望以4-8天的短期营地活动为主(62.06%)。受访的高中生更希望将高校举办的中医药主题夏令营与自主招生结合起(P<0.05)。此外通过分层交叉分析发现,不同特征的群体对于中医药主题夏令营举办方式的需求、价格的需求等各个方面都存在差异。建议北京市高中生对于中医药主题夏令营认知度较低,但对于中医药主题夏令营的需求强烈,市场空间巨大。应积极扩大宣传,提高高中生的认知和体验。根据高中生的特点,提供差异化的服务。明确中医药主题夏令营的教育意义,探索新的发展模式。尝试多方联合举办夏令营,丰富学生选择。加强中医药主题夏令营专业人才队伍建设。相关的高校及中医药文化宣教基地应当在结合自身的实际情况下,充分发挥自身的资源优势,促进中医药文化在北京市高中生间的推广。夏令营以及中学内要营造浓厚的中医药传统文化氛围,构建针对高中生的中医药文化读物体系。同时也应加强高校与中学之间的联系,积极推动中医药文化走进校园。并且政府也应该加大对国内中医药主题夏令营产业的扶持,出台相关的政策规范中医药主题夏令营市场,促进国际交流,搭建国际中医药主题夏令营平台。

【Abstract】 ObjectiveAs an innovative form of Chinese medicine cultural experience and popularization of Chinese medicine,Chinese medicine theme summer camp is increasingly being loved by parents and students.The summer camp of Chinese medicine theme combines camp life with Chinese medicine education,which greatly enriches and enhances students’ quality of traditional Chinese medicine.The launching of summer camp activities on the subject of Chinese medicine will help the inheritance and promotion of Chinese medicine,and will actively promote the culture of Chinese medicine to better enter schools and families.In this study,high school students in Beijing were selected as the survey subjects to conduct a comprehensive survey of the cognition and demand situation of the Chinese medicine themed summer camps.The high school students’ needs and main influencing factors of the Chinese medicine themed summer camp activities were analyzed in depth.Based on the above suggestions,suggestions were made for the development of Chinese medicine themed summer camps in line with the characteristics of high school students in Beijing.We hope to provide corresponding data support and theoretical reference for the Chinese medicine industry management department,organizers of Chinese medicine themed summer camps,and Chinese medicine education institutions.MethodsIn this study,a literature survey and expert consultation were conducted to develop a questionnaire survey on the needs of high school students in the summer camp market for high school students in Beijing in conjunction with the actual situation of high school students in Beijing.The contents of the survey mainly include:basic information of senior high school students in Beijing,situation of participating in summer camps,understanding of traditional Chinese medicine,status of Chinese medicine activities carried out by schools,awareness of summer camps of Chinese medicine themed summer camps,and willingness to participate in Chinese medicine summer camps.Choice of preferences for medical topics summer camps,etc.Select sample schools and use offline questionnaires to survey the data obtained from the questionnaires.Use SPSS 20 software for statistical analysis,including composition ratio,chi-square test,and logistic regression model.Analyze the high school students in Beijing.Differences between the cognitive and demand situations of the medical school summer camp.Finally,based on statistical data,combined with case analysis,the development suggestions for Chinese medicine themed summer camps that meet the characteristics of high school students in Beijing are proposed.Results and ConclusionThrough investigation,it is found that high school students in Beijing have low awareness of the theme camps for Chinese medicine,and only 19.52%of the interviewed high school students have known or are well-acquainted,but the demand for Chinese medicine themed summer camps is relatively large,78.95%of the respondents Beijing high school students showed great interest in the summer camp of Chinese medicine themes,and 95.83%of the students believe that participating in the summer camp of Chinese medicine can help their physical and mental health.Gender(p<0.05).subfamily(p<0.05),family monthly income(p<0.05),whether or not to participate in a summer camp(p<0.05),understanding of Chinese medicine themed summer camp(p<0.05)There is a great influence on the willingness of Beijing high school students to choose Chinese medicine themed summer camps.The number of summer camps selected to participate in the Chinese University of TCM was the largest,accounting for 61.62%of the total.The TCM University has special advantages in hosting summer camps on Chinese medicine.70.16%of the interviewed high school students and 64.69%of the interviewed high school students would choose to use the Internet and family and friends’ recommendations to understand the relevant knowledge of Chinese medicine themed summer camps.In the content of curriculum design for the summer camp of Chinese medicine themes,the rankings are ranked first in terms of health knowledge lectures,Chinese medical examinations,Chinese medicine picking,life values,and medical consultations.Experiential learning(78.07%)became the main learning method for high school students in Beijing to choose a Chinese medicine themed summer camp.The software requirements of the teacher’s level and other aspects of the Chinese medicine themed summer camp have become the major concerns of middle school students.The demand for the price of summer camps for Chinese medicine themed summer camps(based on one week)is in the range of 500 to 1,000 yuan(40.35%),and the price tends to be low to medium-high.For summer camp activities,the demand for short-term camp activities is 4-8 days(62.06%).The interviewed high school students also hoped to combine the Chinese medicine themed summer camp held by colleges and universities with self-enrollment(P<0.05).In addition,through hierarchical cross-over analysis,it is found that different characteristics of the groups have differences in the needs of the summer camp of Chinese medicine and the demand for prices.SuggestionBeijing high school students have low awareness of the theme camps of Chinese medicine,but there is a strong demand for Chinese medicine themed summer camps and the market is huge.We should actively expand publicity and improve the awareness and experience of high school students.According to the characteristics of high school students,provide differentiated services.To clarify the educational significance of summer camps for Chinese medicine and explore new development models.Try to jointly organize summer camps to enrich student choices.Strengthen the construction of a professional talent team for the summer camp of Chinese medicine.Relevant colleges and cultural bases for the promotion of Chinese medicine culture should,in combination with their actual circumstances,give full play to their own resource advantages and promote the promotion of Chinese medicine culture among high school students in Beijing.Summer camps and high schools should create a strong atmosphere of traditional Chinese medicine culture and build a Chinese medicine culture reading system for high school students.At the same time,we should also strengthen the links between colleges and high schools and actively promote Chinese medicine culture into the campus.The government should also increase its support for the domestic summer camp industry for Chinese medicine,issue related policies to standardize the summer camp market for Chinese medicine,promote international exchanges,and build a platform for international Chinese medicine themed summer camps.

  • 【网络出版投稿人】 北京中医药大学
  • 【分类号】G632.4;R-4
  • 【被引频次】1
  • 【下载频次】449
  • 攻读期成果
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