公立医院品牌传播的感性诉求策略——基于ELM的研究

发布时间：2018-03-15 00:01

本文选题：公立医院　切入点：品牌传播　出处：《中国卫生事业管理》2015年01期 　论文类型：期刊论文

【摘要】：公立医院品牌传播作为公立医院品牌建设的有效途径之一,不如公立医院宣传为人熟知。精细加工可能性模型指出了信息说服活动中边缘路径存在的必然性,并分析了感性诉求要点,为公立医院品牌传播提供了理论依据。公立医院品牌传播的感性诉求策略以公众情感为出发点,选择容易与公众产生情感共鸣的信息内容,并以自尊、权威、同情、关联和普通人等感性诉求表现形式,从而通过边缘路径使公众对公立医院品牌态度发生改变。
[Abstract]:As one of the effective ways of public hospital brand building, brand communication in public hospitals is not as well known as public hospital propaganda. The possibility model of fine processing points out the inevitability of marginal path in information persuasion. The paper also analyzes the main points of emotional appeal, which provides a theoretical basis for brand communication in public hospitals. The perceptual appeal strategies of brand communication in public hospitals take public emotion as the starting point, choose the information content that can easily resonate with the public, and take self-esteem as the basis. The expression of authority, sympathy, association and ordinary people makes the public's attitude to public hospital brand change through marginal path.
【作者单位】：南京中医药大学;
【基金】：南京中医药大学哲学社会科学基金项目“我国公立医院的广告策略研究”(编号:11XSK08)
【分类号】：R197.3

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