基于MCN运营模式的医院网络直播研究  

Research on hospital webcast based on MCN operation mode

作　　者：邸洋 王蕾[1] 杜孟凯 DI Yang;WANG Lei;DU Mengkai(Publicity and Education Centre,Xuanwu Hospital Capital Medical University,Beijing 100053,China)

机构地区：[1]首都医科大学宣武医院宣教中心,北京100053

出　　处：《中国医药科学》2022年第10期165-168,共4页China Medicine And Pharmacy

摘　　要：伴随互联网移动视频产业的深入发展,多频道网络(MCN)模式被广泛应用于网络直播与短视频运营。本文结合医院实际工作,在充分认识中国互联网发展背景的前提下,以准确把握网络直播特性为基础,对医院发展网络直播事业的可行性与必要性进行分析,明确了网络直播助力人群健康素养提升、延展优质医疗服务半径、开辟医院宣传新阵地的功能定位;针对医院网络直播的运作流程、内容资源、人才优势、运营机制提出了基于MCN运营模式的优化策略,在实现内外联动的网状协作、搭建共享式直播平台、打造医疗领域头部IP、科学规划直播内容与环节等方面提出具体建议。With the in-depth development of the internet m obile video industry,multi-channel network(MCN)mode is widely used in webcast and short video operation.Based on the actual work of the hospital,under the premise of fully understanding the development background of the internet in China,and on the basis of accurately grasping the characteristics of the webcast,the feasibility and necessity of developing the webcast in the hospital were analyzed in this paper,and the functional positioning of the webcast in the following aspects was clarified:promoting the health literacy of the population,extending the radius of high-quality medical service,and opening up a new pos ition for hospital publicity.Aiming at the oper ation process,content resources,talent advantages and operation mechanism of hospital webcasting,the optimization strategy based on MCN operation mode was proposed.The specific suggestions were put forward in the aspects of realizing the internal and external linkage of network cooperation,building a shared direct broadcasting platform,building the head IP in the medical field,and scientifically planning the conten t and links of webcasting.

关 键 词：MCN模式 医院网络直播 优质医疗服务 关键意见领袖 

分 类 号：R197.32[医药卫生—卫生事业管理]