PDCA循环推动肿瘤专科医院微信公众号品牌传播的应用效果研究  

Application of PDCA Cycle to Promote Brand Communication of WeChat Official Account of the Cancer Hospital

作　　者：王屹峰[1] 李亚洲 阮丹浓 卜斌阳 马华君 WANG Yifeng;LI Yazhou;RUAN Dannong;BU Binyang;MA Huajun(Zhejiang Cancer Hospital,Hangzhou 310022,China)

机构地区：[1]浙江省肿瘤医院,浙江杭州310022

出　　处：《中国肿瘤》2024年第7期573-582,共10页China Cancer

基　　金：2023年度浙江省科技厅软科学研究计划项目(2023C35082);2023浙江省医院协会医共体建设发展研究项目(2023ZHA-QL206)。

摘　　要：自微信公众号诞生以来,以微信为代表的社交平台正在传统媒体和自媒体之间重新分配话语权。全文阐述了PDCA循环管理的方法推动肿瘤专科医院微信公众号品牌传播的效果,通过梳理微信公众号功能定位和现行流程,分析薄弱环节和不足,制定改进和优化方案,以达到提升肿瘤医院品牌传播效能的目的。研究提出应重视数据算法和人工智能,主动拥抱传播新时代;选优配强品牌战略团队,优化提升人力结构和水平;找准历史定位与关键节点,挖掘品牌内涵和特色。Nowadays,the discourse powershave been redistributed between traditional media and self-media,since the birth of social media represented by WeChat.This article elaborates the application of PDCA(Plan,Do,Check,Act)cycle in brand communication of WeChat official account of the cancer hospital,including sorting out the functional orientation and current operation flow,to enhance the effectiveness of WeChat official account in brand communication.Based on the analysis,three suggestions are proposed:to prioritize data algorithms and artificial intelligence,actively embracing the new era of communication;to select and strengthen the brand strategic team,optimizing and enhancing human resources structure and capabilities;to pinpoint historical positioning and key points,excavating brand connotations and characteristics.

关 键 词：PDCA循环 微信公众号 品牌传播 肿瘤医院 

分 类 号：R197[医药卫生—卫生事业管理] G21[医药卫生—公共卫生与预防医学]