新形势下医院宣传拓展策略的思考  

Thoughts on hospital publicity and development strategy under the new situation

作　　者：王海芳[1] Waug Haifaug(Sun Yat-sen Medical Hospital,Guangzhou 510120,Gunagdong,China)

机构地区：[1]中山大学孙逸仙纪念医院,广东广州510120

出　　处：《医院与医学》2018年第3期24-28,共5页Hospital and Medicine

摘　　要：宣传是运用各种符号，传播一定信息和观念，从而影响和引导人们态度、行动的一种社会性活动。对于大型公立医院而言，充分开展对外宣传工作，是提升品牌形象、服务理念和价值体系，让社会更了解医院，让医院更贴近公众的有效手段。尤其在大数据和媒体时代，大型公立医院应当对宣传拓展策略积极进行思考，解决从目的到任务，从内容到载体，从方法到渠道等系列问题，这也是建设具有强大竞争力、世界一流研究型医院的一项重要内容。Propaganda is a social activity that uses various symbols to disseminate certain information and ideas, thereby influencing and guiding people＇s attitudes and actions. For large public hospitals, full publicity is an effective way to enhance the brand image, service concept, and value system, let the community know more about hospitals and make hospitals closer to the public. Especially in the era of big data and media, large public hospitals should actively think about the strategy of publicity and development, and to solve series of problems fi＇om purpose to task, from content to carrier, from methods to channels, which are also important parts of building a strong competitive and worldwide research hospital.

关 键 词：宣传拓展 品牌 宣传媒介 公共关系 网站宣传 微信微博 

分 类 号：R197.322[医药卫生—卫生事业管理]