刘雅兰 湛欢 杨明秀

〔摘要〕 目的 中医药品牌营销课程的教学内容与方法是影响学生课堂参与度与满意度的关键因素，是中医药品牌营销教学的核心。方法 在对224名学生调研的基础上，将Kano模型引入教学需求识别研究中，分析中医药院校学生品牌营销学习需求的类型及优先序。结果 通过Kano模型对品牌营销课程需求分类，21项学习需求中，5项为魅力属性，6项为期望属性，5项为必备属性，5项为无差异属性，以此结果出发，提出中医药品牌营销教学的策略：以必备属性为基础，满足学习者的基本需求;以魅力属性为核心，多增加课程亮点;以期望属性为重点，不断优化各项需求，进一步提高学习者满意度。

〔关键词〕 Kano模型;中医药品牌化;教学方式;需求分析

〔中图分类号〕R2;C93       〔文献标志码〕A       〔文章编号〕doi：10.3969/j.issn.1674-070X.2020.11.026

〔Abstract〕 Objective The teaching content and methods of traditional Chinese medicine （TCM） brand marketing courses are the key factors affecting students' classroom participation and satisfaction， and are the core of TCM brand marketing teaching. Methods Based on the investigation of 224 students， Kano model was introduced into the study of teaching demand identification， and the types and priorities of brand marketing learning needs of students in TCM colleges were analyzed. Results According to Kano model， brand marketing curriculum needs were classified. Of the 21 learning needs， 5 were charm attributes， 6 were expectation attributes， 5 were essential attributes， and 5 were no difference attributes. Based on this result， the strategies of brand marketing teaching of TCM were put forward： with the basis of essential attributes， the basic needs of learners should be met; with the core of charm attributes， the highlights of the curriculum should be increased; with the key point of expectation attribute， various needs should be continuously optimized， so as to further improve the satisfaction of learners.

〔Keywords〕 Kano model; traditional Chinese medicine branding; teaching method; demand analysis

中醫药行业发展重心由量向质转变，未来亟需大量同时拥有中医药知识、品牌营销理论与营销实践能力三者交叉的人才。中医药品牌营销课程知识体系复杂，学习过程延伸至课前课后。在这样的背景下，如何有效激发学生学习动机，是中医药品牌营销教学改革的关键所在[1]。Wright认为个人的动机会根据不同的情境有所变化，满足个体需求的情境更有利于个体努力工作。满意度与绩效之间关系相当显著[2]，拥有高满意度的成员比低满意度成员更有成效，缺勤率更低，工作投入度更高[3]。因此，提升中医药品牌营销课程教学过程的满意度，激励学生学习动机，对教学改革具有重要意义。……