基于高影响力健康微信公众号传播特征的护理信息服务提升策略研究  

Study on the Dissemination Features of High-Influence Health Education WeChat Official Accounts:Implications for Nursing Information Services

作　　者：郭聪慧 马誉萁 侯小妮[1] GUO Conghui;MA Yuqi;HOU Xiaoni(School of Nursing,Beijing University of Chinese Medicine,Beijing 102488,China)

机构地区：[1]北京中医药大学护理学院,北京102488

出　　处：《解放军护理杂志》2021年第7期60-63,共4页Nursing Journal of Chinese People's Liberation Army

基　　金：北京中医药文化研究基地建设项目(2020WHJD-03)。

摘　　要：目的分析高影响力健康微信公众号信息传播特征,为提升护理信息服务影响力提供参考。方法依据清博大数据微信传播指数,选择30个高影响力健康公众号,以“5W模式”为分析框架,对高影响力健康微信公众号的信息传播特征进行多维分析。结果高影响力健康公众号中缺乏独立的护理信息服务公众号。高影响力公众号的传播主体具有企业化运营为主、专业性强的特征;传播对象具有大众化和目标人群定位并存特征;传播方式注重创意推文形式和精选推送时间;传播内容以科普为主、原创性较强、紧跟热点;此外,具有菜单开发充分、盈利模式多元化等特征。但在信息碎片化、历史信息管理、用户互动、短视频应用等方面有待提升。结论护理人员需借助多学科团队,定位目标人群,深挖用户信息需求与行为规律,优化信息组织,稳定原创推文频率,探索合理盈利模式,提供专业、精细的信息服务,以不断提升护理信息服务影响力。Objective To analyze the information dissemination characteristics of high-influence Wechat accounts for health education,and to provide a basis for enhancing the influence of nursing information services.Methods According to the Wechat communication index by Qingbo data,30 public health accounts with high impact were selected.Using the 5W model as the analysis framework,a multi-dimensional analysis of the information dissemination characteristics of high-influence WeChat public accounts for health education was carried out.Results The high impact official account for health education was lack of the official account for independent nursing information service.The dissemination subjects of the high-influence public accounts were characterized by corporate operation and strong professionalism.The dissemination targets were both popularization and target group positioning.The dissemination style was characterized by creative tweet forms and selected tweets time.The dissemination content was characterized by popularization of health science,originality,and keeping up with hot health events.n addition,it also had characteristics of adequate menu development and diversified profit models.However,it needs to be improved in terms of historical information management,information fragmentation,user interaction,and short video applications.Conclusions Nursing staff need to rely on a multidisciplinary team to explore nursing information service content,locate target groups,investigate the needs of user’s information and behavior patterns,optimize information organization,stabilize the frequency of original tweets,and explore reasonable profit models,so as to provide professional,refined and attractive information services,and continuously improve the influence of nursing information services.

关 键 词：微信 健康信息 信息传播 护理信息 影响力 

分 类 号：R47-05[医药卫生—护理学]