中医药企业国际传播话语中的自我表达与形象建构*

作者：王秀妹，叶 青，冉再洋

单位：北京中医药大学，北京 102488

引用：引用：王秀妹，叶青，冉再洋.中医药企业国际传播话语中的自我表达与形象建构[J].中医药导报,2025,31(4):1-7,59.

DOI：10.13862/j.cn43-1446/r.2025.04.001

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摘要：

目的：对比分析中医药企业英文简介中话语态度资源的调用，剖析中医药企业国际传播话语中的自我表达，探讨有效构建企业海外形象的话语策略。方法：根据榜单综合排名，选定知名中医药企业与海外药企的英文网站简介，建立专题小型语料库，基于评价理论的态度系统标记语料，运用定量与定性相结合的分析方法。结果：中医药企业英文简介使用了多种态度评价话语，其中判断话语比重最高，“社会尊严”话语凸显企业的优势和实力，“社会约束”话语塑造践行社会道德标准、遵守法律法规的企业形象。但与海外药企相比，中医药企业情感话语具有自诉性和权威性，较少运用他方视角；鉴赏话语维度较为单一，产品质量评价的消极词汇较多。结论：中医药企业在自我表达与形象塑造时需丰富情感话语，凸显人文关怀，构建有理想、有温度的企业形象；转换判断话语，增强外宣意识，彰显为促进全球健康提供中国方案的能力；提升价值话语，增加文化和品牌自信，全面展现中医药企业的历史传承和现代创新并举。

关键词：中医药企业；国际传播；话语；评价理论；态度系统；形象建构

Abstract：

Objective: To compare and analyze discourse attitude resources employed in the English profiles of Chinese medicine enterprises, examine the self-expression in the international communication discourse, and explore the discourse strategies to effectively construct the enterprises' overseas image. Methods: Based on the comprehensive ranking of the lists, the English website profiles of Chinese medicine enterprises and overseas pharmaceutical companies were selected, and a specialized small-size corpus was built. The corpus was annotated based on the attitude system of appraisal theory, and a mixed research design was adopted. Results: Chinese medicine companies used a variety of attitudinal discourses in the English profiles, among which judgment discourse has the highest proportion. "Social esteem" discourse highlighted the advantages and strengths of the companies, while "social sanction" discourse shaped the corporate image of practicing social moral standards and complying with laws and regulations. However, compared with overseas pharmaceutical companies, the affect discourse of Chinese medicine enterprises is self-referential and authoritative, with less use of other perspectives, while the discourse of appreciation has a single dimension, and more negative words in product quality evaluation. Conclusion: Chinese medicine enterprises need to enrich the affect discourse by highlighting humanistic care in the construction of corporate image, transform the discourse of judgment by enhancing awareness of international communication to demonstrate the ability to provide China's solutions for promoting global health, and enhance the discourse of value by increasing cultural and brand confidence to comprehensively demonstrate the historical inheritance and modern innovation of Chinese medicine enterprises.

Key words：Chinese medicine enterprises; international communication; discourse; appraisal theory; attitude system; image construction

发布时间：2025-12-20

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