传承与创新：基于大创项目的中医药文化传播策略研究

Inheritance and Innovation: Research on Communication Strategies for Traditional Chinese Medicine Culture Based on College Students’ Innovation and Entrepreneurship Training Program

摘要: 中医药文化作为中华民族的瑰宝，承载着数千年的医学智慧和文化积淀。然而，在当今快速发展的数字时代，中医药文化的传播面临着诸多挑战，如传播方式单一、大众认知程度有限等问题。文章以《创悦中医：传承精粹，惠泽耄耋》大创项目为依托，探讨中医药文化传播的创新策略。通过分析中医药文化的内涵与传承现状，结合大创项目的实践，提出内容、形式和技术三个维度的创新路径，旨在为中医药文化的现代化传播提供相应的实践参考。

Abstract: Traditional Chinese Medicine (TCM) culture, as a treasure of the Chinese nation, embodies millennia of medical wisdom and cultural heritage. However, in today’s rapidly evolving digital era, the dissemination of TCM culture faces numerous challenges, such as limited communication methods and insufficient public awareness. This paper, based on the College Students’ Innovation and Entrepreneurship Training Program “Chuangyue TCM: Inheriting the Essence, Empowering the Aged”, explores innovative strategies for the dissemination of TCM culture. By analyzing the connotation and inheritance state of TCM culture, and integrating the practices of the innovation project, this paper proposes innovative approaches across three dimensions: content, form, and technology, so as to provide a practical reference for the modernized dissemination of TCM culture.