本文選題：新媒體　切入點(diǎn)：公立醫(yī)院　出處：《南昌大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)和數(shù)字化技術(shù)的出現(xiàn)和發(fā)展,引發(fā)了新媒體的革新。以互聯(lián)網(wǎng)為典型代表的新媒體技術(shù),正逐漸替代傳播媒體,在傳播領(lǐng)域占據(jù)著越來越重要的地位。新媒體的出現(xiàn)不僅帶來全新的工作和生活方式,也改變了公立醫(yī)院的品牌傳播的理念、方法和效果。新媒體基于新技術(shù)的運(yùn)用給公立醫(yī)院傳統(tǒng)品牌傳播帶來了革新,但時(shí)下新媒體在公立醫(yī)院品牌傳播中運(yùn)用成熟理論和成功經(jīng)驗(yàn)還不多見,基于這一原因,本文著重探尋在新媒體背景下公立醫(yī)院品牌傳播的有用策略,為公立醫(yī)院在新媒體環(huán)境下的良好傳播提供理論和實(shí)踐上的參考。本文首先分析了新媒體的特征,然后總結(jié)了公立醫(yī)院品牌傳播的現(xiàn)狀及亟待突破的瓶頸,并就新媒體對(duì)公立醫(yī)院品牌傳播所產(chǎn)生的影響進(jìn)行了闡述。針對(duì)我國(guó)公立醫(yī)院在當(dāng)前異常復(fù)雜的媒體環(huán)境下所出現(xiàn)的缺乏整體品牌策略、忠誠(chéng)度難以培育、品牌形象不夠具體、內(nèi)容傳播力降低,危機(jī)頻發(fā)等問題,提出整合傳播、精準(zhǔn)傳播、互動(dòng)傳播、個(gè)性化傳播及危機(jī)應(yīng)對(duì)等應(yīng)對(duì)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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：R197.3;G206

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本文編號(hào)：1589709