作　　者： (沈艳）; (王珏）; (何媛）; (张煊）; (李敏）;

机构地区： 复旦大学附属妇产科医院宣传科,上海200090

出　　处： 《解放军医院管理杂志》 2017年第8期701-705,共5页

摘　　要： 新媒体时代,传播手段日新月异。同时,随着医疗卫生改革的不断推进,医院间的竞争进入白热化,医院的发展面临着泛同质化的局面。各种不良医疗事件的发生,以及日益突出的医患矛盾,也对医院的品牌建设提出挑战。文章通过对医院官方微信公众平台的研究,分析精准传播在医院扩大品牌影响力、提升社会知名度中的作用,并由此作出延伸,探究新媒体手段在公立医院品牌建设中的作用。 In the era of new media, the form of media transmission has been changing with each passing day.Meanwhile, with the advancement of medical and health care reform, the competition between hospitals is getting more fierce and the development of the hospital is faced up with pan-homogenization during their development.Besides, the frequent adverse medical events and the increasingly prominent tension between doctors and patients have also brought a great challenge to the hospital brand construction.The effects of the precision publicity in expanding brand coverage and promoting the social awareness of the hospital were analyzed through the research on hospital＆#39;s official WeChat public platform and the role of new media platform in the brand construction of public hospitals.

关 键 词： 新媒体 微信公众平台 品牌建设