摘要
目的探讨如何针对受众使用媒体的不同习惯和处理媒体信息的不同方式。方法对我院127名住院患者和33名非住院患者进行抽样问卷调查，得出受众样本的基本情况、就医体验及媒体的使用现状和参与意向分析。结果网络、电视、报纸等传播媒介是受众群体了解健康知识的主要途径；受众群体希望通过媒介了解科室和专家信息。结论加强专业技术学科建设和创新的同时，不能忽视医院品牌的建设与创新；实施品牌策略的重要管理手段之一就是宣传，即整合医院和媒体资源、向社会传播医院的正面信息，以提高医院品牌的知名度、信任度和美誉度。
Objective To investigate d^tterent meala-u^c ,,su comprehension of the audiences. Methods 127 inpatients and 33 outpatients were sampled for questionnaire survey, learning such information as the basics o~ the audience, medical experience and current media use, participation intension analysis. Results Internet, television, newspapers and other mass media constitute main channels of the audiences to learn health knowledge; audiences depend on the media to know the departments and specialists of the hospital. Conclusion in the meantime of professional disciplines development and innovation, the hospital should not ignore its branding and innovation; an important management tool in its branding strategy is to integrate hospital and media resources, build positive image of the hospital, in order to improve hospital brand awareness, credibility and reputation
出处
《中华医院管理杂志》
北大核心
2014年第1期67-69,共3页
Chinese Journal of Hospital Administration
关键词
医院品牌
宣传策略
大众媒体
自媒体
Hospital brand
Communication strategy
Mass media
Self-media
