全媒体时代医院品牌形象推广策略研究

发布时间：2018-07-12 10:34

本文选题：全媒体 + 医院　；参考：《辽宁师范大学》2013年硕士论文

【摘要】：伴随数字化的飞速发展,除了纸媒、广播、电视等大众媒体外,微博、微信、数字报刊、新闻网站、搜索引擎等新媒体雨后春笋般出现。全媒体时代为医院品牌的推广带来了机遇,同时也给医院品牌推广工作者带来了压力和挑战。本文着眼于抓住全媒体各个形式的特点,分析其优势,结合医院工作实际,多角度探讨医院形象推广之策略。同时针对各媒体特点,提出应对各类媒体突发事件的对策。根据研究得出以下结论：1.做好医院形象推广工作要根据实际和传媒运行规律制定周密计划；2.不同媒体的不同形式对推广医院形象有不同的效果；3.医院要组织“精兵强将”建立通讯员队伍和摄影团队,增强新闻宣传意识和业务素质；4.加强医院文化建设,在做好物质文化的基础上,注重从精神文化角度激励员工；5.制定突发公共卫生事件媒体危机应对预案,建立新闻发言人制度,提升舆情判断能力,根据不同形式的负面报道和突发事件,科学应对危机。以上结论,在实践中得到运用,为医院决策者提出了一系列的策划方案,全方位地推广了医院的品牌。
[Abstract]:With the rapid development of digitalization, new media such as Weibo, WeChat, digital newspapers, news websites, search engines and so on have sprung up in addition to the mass media such as print media, radio, television and so on. The all-media era brings opportunities for the promotion of hospital brand, but also brings pressure and challenge to hospital brand promoters. This paper focuses on the characteristics of all forms of media, analyzes its advantages, and discusses the strategies of hospital image promotion from various angles. At the same time, according to the characteristics of various media, the countermeasures to deal with all kinds of media emergencies are put forward. According to the study, the following conclusion: 1. 1. To do a good job in promoting the image of the hospital should be based on the actual and media operation law to formulate a thorough plan 2. Different forms of media have different effects on promoting hospital image. The hospital should organize a "good army and strong general" to set up a team of correspondents and photographers, and to enhance the awareness of news and propaganda and the quality of their work. Strengthen the construction of hospital culture, on the basis of doing a good job of material culture, pay attention to encouraging employees from the perspective of spiritual culture. To formulate the media crisis plan for public health emergencies, establish the press spokesman system, improve the judgment ability of public opinion, according to the different forms of negative reports and emergencies, scientific response to the crisis. The above conclusions have been applied in practice, put forward a series of planning schemes for hospital decision makers, and promoted the brand of hospital in all directions.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：R197.3

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