基于微信公众平台医院品牌传播  

Research on Brand Communication of a Hospital Based on WeChat Public Platform

作　　者：潘嘉盛 郑维江 林晓欣 梁演云 赖银君 卢剑辉[1] 赵嘉林[1] 

机构地区：[1]广州医科大学卫生管理学院,广州511436

出　　处：《解放军医院管理杂志》2017年第12期1159-1161,1165,共4页Hospital Administration Journal of Chinese People's Liberation Army

摘　　要：新媒体的不断发展,为品牌传播提供新途径。微信作为新兴媒体,随着其影响力的不断增加,医院纷纷建立起微信公众平台,但也出现不少问题。文章从微信公众平台对医院品牌传播的作用出发,结合当前医院微信公众平台存在的问题,提出相应对策。The development of new media has brought a new means for brand communication. With the increasing influence of WeChat as an emerging medium,hospitals have set up their WeChat public platforms one after another,while many problems were brought about,too. This article discusses the effect of WeChat public platform on brand communication of a hospital and puts forward the corresponding countermeasures against the problems existing in hospitals’ WeChat public platforms.

关 键 词：微信公众平台 医院 品牌传播 

分 类 号：R197.32[医药卫生—卫生事业管理]