新媒体环境下的公立医院品牌传播策略

发布时间：2018-03-09 18:23

本文选题：新媒体　切入点：公立医院　出处：《南昌大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网和数字化技术的出现和发展,引发了新媒体的革新。以互联网为典型代表的新媒体技术,正逐渐替代传播媒体,在传播领域占据着越来越重要的地位。新媒体的出现不仅带来全新的工作和生活方式,也改变了公立医院的品牌传播的理念、方法和效果。新媒体基于新技术的运用给公立医院传统品牌传播带来了革新,但时下新媒体在公立医院品牌传播中运用成熟理论和成功经验还不多见,基于这一原因,本文着重探寻在新媒体背景下公立医院品牌传播的有用策略,为公立医院在新媒体环境下的良好传播提供理论和实践上的参考。本文首先分析了新媒体的特征,然后总结了公立医院品牌传播的现状及亟待突破的瓶颈,并就新媒体对公立医院品牌传播所产生的影响进行了阐述。针对我国公立医院在当前异常复杂的媒体环境下所出现的缺乏整体品牌策略、忠诚度难以培育、品牌形象不够具体、内容传播力降低,危机频发等问题,提出整合传播、精准传播、互动传播、个性化传播及危机应对等应对策略。
[Abstract]:The emergence and development of the Internet and digital technology have led to the innovation of new media. The new media technology, typically represented by the Internet, is gradually replacing the communication media. The emergence of new media has not only brought about a new way of work and life, but also changed the concept of brand communication in public hospitals. Methods and effects. The use of new media based on new technology has brought innovation to traditional brand communication in public hospitals, but nowadays, new media use mature theories and successful experiences in public hospital brand communication is rare, for this reason, This paper focuses on exploring the useful strategies of brand communication in public hospitals under the new media background, and provides a theoretical and practical reference for the good communication of public hospitals in the new media environment. Firstly, this paper analyzes the characteristics of the new media. Then it summarizes the current situation of brand communication in public hospitals and the bottleneck that needs to be broken through. This paper also expounds the influence of new media on brand communication of public hospitals. In view of the lack of overall brand strategy of public hospitals in the current extremely complex media environment, loyalty is difficult to cultivate, and brand image is not specific enough. This paper puts forward some countermeasures, such as integrated communication, accurate communication, interactive communication, individualized communication and crisis response.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R197.3;G206

【参考文献】