摘要
中医药文化传播路径多样，各自极具鲜明的特色。其中，中医药花海及特色小镇是一个以中医药养生文化为特色，提供各类中医药服务，具有养生、休闲、旅游等多元化功能的养生文化传播产业聚集地。经济新常态下中医药花海及特色小镇是传播中医药文化的有效路径之一，是促进中医药特色产业提升的新载体，也是链接城乡中医药文化资源开发和利用的有效平台。
关键词： 中医药；文化传播；策略
Abstract
There are various communication paths for Traditional Chinese Medicine (TCM) culture, each with distinct characteristics. Among them, TCM flower seas and characteristic towns are gathering places for health-preserving cultural communication industries. They feature TCM health-preserving culture, provide various TCM services, and have diversified functions such as health preservation, leisure and tourism. Under the new economic normal, TCM flower seas and characteristic towns are one of the effective paths to spread TCM culture, a new carrier to promote the upgrading of TCM characteristic industries, and an effective platform to link the development and utilization of urban and rural TCM cultural resources.
Key words： Chinese medicine; Cultural communication; Tactics
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