本文選題：全媒體 + 醫(yī)院��； 參考：《遼寧師范大學(xué)》2013年碩士論文

【摘要】：伴隨數(shù)字化的飛速發(fā)展,除了紙媒、廣播、電視等大眾媒體外,微博、微信、數(shù)字報(bào)刊、新聞網(wǎng)站、搜索引擎等新媒體雨后春筍般出現(xiàn)。全媒體時(shí)代為醫(yī)院品牌的推廣帶來了機(jī)遇,同時(shí)也給醫(yī)院品牌推廣工作者帶來了壓力和挑戰(zhàn)。本文著眼于抓住全媒體各個(gè)形式的特點(diǎn),分析其優(yōu)勢(shì),結(jié)合醫(yī)院工作實(shí)際,多角度探討醫(yī)院形象推廣之策略。同時(shí)針對(duì)各媒體特點(diǎn),提出應(yīng)對(duì)各類媒體突發(fā)事件的對(duì)策。根據(jù)研究得出以下結(jié)論：1.做好醫(yī)院形象推廣工作要根據(jù)實(shí)際和傳媒運(yùn)行規(guī)律制定周密計(jì)劃；2.不同媒體的不同形式對(duì)推廣醫(yī)院形象有不同的效果；3.醫(yī)院要組織“精兵強(qiáng)將”建立通訊員隊(duì)伍和攝影團(tuán)隊(duì),增強(qiáng)新聞宣傳意識(shí)和業(yè)務(wù)素質(zhì)；4.加強(qiáng)醫(yī)院文化建設(shè),在做好物質(zhì)文化的基礎(chǔ)上,注重從精神文化角度激勵(lì)員工；5.制定突發(fā)公共衛(wèi)生事件媒體危機(jī)應(yīng)對(duì)預(yù)案,建立新聞發(fā)言人制度,提升輿情判斷能力,根據(jù)不同形式的負(fù)面報(bào)道和突發(fā)事件,科學(xué)應(yīng)對(duì)危機(jī)。 以上結(jié)論,在實(shí)踐中得到運(yùn)用,為醫(yī)院決策者提出了一系列的策劃方案,全方位地推廣了醫(yī)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.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：R197.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 相德寶;;中國新媒體研究的三個(gè)階段[J];今傳媒;2010年04期

2 王濤;樸龍;;網(wǎng)絡(luò)新媒體發(fā)展趨勢(shì)和盈利策略分析[J];中國傳媒科技;2009年07期

3 李情;;現(xiàn)代醫(yī)院組織形象塑造[J];現(xiàn)代醫(yī)院管理;2006年01期

4 趙飛;李希光;;發(fā)言人制度的建立與醫(yī)院危機(jī)管理[J];醫(yī)院管理論壇;2006年08期

5 周涌;馬健康;;新時(shí)期如何塑造醫(yī)院形象[J];吉林醫(yī)藥學(xué)院學(xué)報(bào);2008年03期

6 張萌;蘇義;易學(xué)明;;新時(shí)期公立醫(yī)院品牌營銷策略的優(yōu)化分析[J];醫(yī)學(xué)研究生學(xué)報(bào);2012年07期

7 宗利永;顧寶炎;;危機(jī)溝通視角下的網(wǎng)絡(luò)輿情演變問題研究評(píng)述[J];情報(bào)雜志;2010年06期

8 李芳;;論網(wǎng)絡(luò)媒體的傳播特征[J];沈陽教育學(xué)院學(xué)報(bào);2005年04期

9 王雪飛;;醫(yī)院對(duì)外宣傳的公益性策略及效果分析[J];現(xiàn)代醫(yī)院;2009年08期

10 季興東;王晨梅;蔡玉田;;重視網(wǎng)絡(luò)輿情 促進(jìn)醫(yī)院和諧發(fā)展[J];現(xiàn)代醫(yī)院;2010年09期

相關(guān)碩士學(xué)位論文 前1條

1 賈文鳳;新媒體的發(fā)展及其社會(huì)影響[D];四川省社會(huì)科學(xué)院;2007年

，

本文編號(hào)：2116870