某公立医院融媒体品牌传播模式构建与应用  

Construction and application of integrated media brand communication model in a public hospital

作　　者：周颖怡 黄怡辛 朱健 瞿红鹰 ZHOU Yingyi;HUANG Yixin;ZHU Jian;QU Hongying(Guangdong Second Provincial General Hospital,Guangzhou,Guangdong Province,510317,PRC)

机构地区：[1]广东省第二人民医院,广东省广州市510317

出　　处：《中国医院》2024年第9期74-77,共4页Chinese Hospitals

摘　　要：医院品牌传播是医院管理工作的重要组成部分。医院品牌作为公立医院重要的无形资产之一,对缓解公立医院运营压力、提升运营效率、扩大学科影响力、维持竞争优势起着至关重要的作用。随着移动互联网对社会、经济和个人生活带来的深刻影响,以此作为技术支撑的信息传播模式也发生了深度变革,医院融媒体品牌传播的需求应运而生。本文从融媒体品牌传播的发展现状、创新模式、创新机制、应用成效等方面展开阐述,分析广东省第二人民医院创新设置医院融媒体中心的工作实践,总结融媒体视角下公立医院品牌传播的模式和机制,分享系列新时代公立医院品牌传播的创新做法与实践经验,为公立医院品牌建设与管理提供参考。Objective:Hospital brand communication is a vital component of hospital management.As an important intangible equity of public hospitals,the hospital brand plays a vital role in alleviating operational pressures,enhancing operational efficiency,expanding the influence of disciplines,and maintaining a competitive advantage.With the profound impact of mobile internet on society,the economy,and personal lives,the information dissemination model has undergone significant transformation,leading to the emergence of the need for integrated media brand communication in hospitals.This article discusses the development status,innovative models,innovative mechanisms,and application outcomes of integrated media brand communication.It analyzes the practice of the Guangdong Second Provincial General Hospital in establishing an innovative integrated media center,summarizes the models and mechanisms of brand communication from an integrated media perspective,and shares innovative practices and experiences in brand communication for public hospitals in the new era,providing reference for public hospital brand building and management.

关 键 词：公立医院 医院品牌 融媒体 品牌传播 

分 类 号：R197.3[医药卫生—卫生事业管理]