新媒体生态链对医院品牌传播效应的影响探讨  

Exploration of New Media Ecosystem Effect on Hospital Brand Communication

作　　者：王家铃[1] 刘翔[1] WANG Jia-ling;LIU Xiang(Sir Run Run Shaw Hospital Affiliated of Zhejiang University School of Medicine,Hangzhou,Zhejiang,310016,China)

机构地区：[1]浙江大学医学院附属邵逸夫医院,浙江杭州310016

出　　处：《中国医院管理》2019年第4期74-75,78,共3页Chinese Hospital Management

基　　金：2015年浙江省教育厅一般科研项目

摘　　要：随着信息技术的发展,信息发布已不再局限于传统媒体,新媒体在信息传播中发挥着越来越重要的作用。身处全新的环境,医院迫切需要思考的是如何准确认识新媒体,认识其具有两面性的特点,并在实际运用中趋利避害、借势正面力量,推动医院的品牌建设和形象传播,同时提升患者的就医体验,最终达到多方互利共赢。With the development of information technology,information dissemination is no longer confined to the traditional media. New media plays an increasingly important role in the news information communication. In the new con. dition,it is urgent to think about how to accurately understand the new media and the characteristics of its two sides, and take advantage of positive forces for the brand building and image transmission of hospital in order to improve the pa. tients’medical treatment experience,and ultimately achieve mutual benefit and win-win situation.

关 键 词：新媒体 医院宣传 微信 品牌传播 

分 类 号：R197.3[医药卫生—卫生事业管理]