Exploring the Impact of Brand Campus Activities in Universities on the Humanities Education of College Students—Taking the Series of Activities of “National Medicine Day” of the Department of Traditional Chinese Medicine of Chengde Medical University

学生活动是高校校园文化育人的一个重要载体，通过打造校园品牌活动，促进高校文化育人，使广大学生成为能够担当民族复兴大任的时代新人。本研究基于教育生态学和文化资本理论，构建“活动特征–文化浸润–素养生成”三维理论模型，系统阐释校园品牌活动通过认知发展、情感共鸣、实践养成三重机制影响人文素养的作用路径。采用混合研究方法，量化阶段通过分层整群抽样(覆盖5个年级 × 3个学科方向，n = 910)，运用结构方程模型验证理论假设；质化阶段对12名典型参与者进行深度访谈。以承德医学院“国医节”为案例的研究显示：83.96%的参与者文化感知显著提升(β = 0.42, p Student activities are an important carrier for campus cultural education in colleges and universities. By creating campus brand activities, cultural education in colleges and universities can be promoted, and a large number of students can become the new generation capable of shouldering the great rejuvenation of the nation. Based on educational ecology and cultural capital theory, this study constructs a three-dimensional theoretical model of “activity characteristics - cultural immersion - quality formation”, systematically explaining the path through which campus brand activities influence humanistic quality through three mechanisms: cognitive development, emotional resonance, and practical cultivation. A mixed research method was adopted. In the quantitative stage, stratified cluster sampling was used (covering 5 grades × 3 discipline directions, n = 910), and the structural equation model was used to verify the theoretical hypotheses. In the qualitative stage, in-depth interviews were conducted with 12 typical participants. The research on the “National Medicine Day” of Chengde Medical University shows that the cultural perception of 83.96% of the participants has significantly improved (β = 0.42, p < 0.01), and 73.52% of the respondents have accumulated cultural capital through the activities. Among them, the understanding of traditional Chinese medicine classics (M = 4.23) is significantly positively correlated with the recognition of humanistic values (r = 0.67). The research shows that brand activities can effectively promote the coordinated development of medical students’ professional ethics (t = 5.32) and humanistic care ability (Δ = 13.7%) by building an ecological cycle system of “professional education - cultural practice - value internalization”. It can be concluded that the students of the Traditional Chinese Medicine Department of Chengde Medical University have a high participation rate in campus brand activities. At the same time, the construction of campus brand activities in colleges and universities has a profound impact on the improvement of college students’ humanistic quality.