本文選題：公立醫(yī)院　切入點：品牌傳播　出處：《中國衛(wèi)生事業(yè)管理》2015年01期 　論文類型：期刊論文

【摘要】：公立醫(yī)院品牌傳播作為公立醫(yī)院品牌建設的有效途徑之一,不如公立醫(yī)院宣傳為人熟知。精細加工可能性模型指出了信息說服活動中邊緣路徑存在的必然性,并分析了感性訴求要點,為公立醫(yī)院品牌傳播提供了理論依據(jù)。公立醫(yī)院品牌傳播的感性訴求策略以公眾情感為出發(fā)點,選擇容易與公眾產(chǎn)生情感共鳴的信息內(nèi)容,并以自尊、權威、同情、關聯(lián)和普通人等感性訴求表現(xiàn)形式,從而通過邊緣路徑使公眾對公立醫(yī)院品牌態(tài)度發(fā)生改變。
[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.
【作者單位】： 南京中醫(yī)藥大學;
【基金】：南京中醫(yī)藥大學哲學社會科學基金項目“我國公立醫(yī)院的廣告策略研究”(編號:11XSK08)
【分類號】：R197.3

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相關期刊論文 前1條

1 薛敏芝;;數(shù)字時代社會傳播結構的改變對商業(yè)溝通的影響——對話媒介社會學大師紐曼·羅素[J];中國廣告;2014年02期

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本文編號：1613499