摘要
文章通过案例研究方法,分析“知行”系列党建品牌建设的路径,并结合传播学、符号学理论分析该品牌在宣传推广过程中的方式和措施,旨在探讨党建品牌在公立医院发展中的重要意义、建设路径与传播策略。结果表明,公立医院党建品牌在增强职工凝聚力、展示医院良好形象、促进医患沟通方面具有积极作用。党建品牌的建设可以按照谋品牌、塑品牌、促品牌的体系进行建立与培育。在品牌传播方面,党建品牌可以从强化品牌意识、建好宣传阵地、培养宣传队伍、做好重大主题前期策划几个角度发力。公立医院党建品牌的建设与传播需要聚焦“以患者为中心”这一主线,长期培育,并积极拥抱新媒介技术进行传播,为医院良好形象的树立提供重要支撑。
This article,through case study methods,analyzes the path of building the"Zhi Xing"series of Party building brands,and combines the theories of communication and semiotics to analyze the methods and measures in the process of publicity and promotion of this brand.The aim is to explore the significant meaning,construction path and communication strategies of Party building brands in the development of public hospitals.The results show that the Party building brand of public hospitals plays a positive role in enhancing the cohesion of staff,showcasing the good image of the hospital and promoting doctor-patient communication.The construction of the Party building brand can be established and cultivated in accordance with the system of planning the brand,shaping the brand and promoting the brand.In terms of brand promotion,the Party building brand can make efforts from several perspectives,including strengthening brand awareness,establishing good publicity platforms,cultivating publicity teams,and doing a good job in the pre-planning of major themes.The construction and dissemination of the Party building brand in public hospitals need to focus on the main line of"patient-centered",be cultivated over the long term,and actively embrace new media technologies for communication,providing important support for establishing a good image of the hospital.
作者
张雅楠
董源
刘毅
闫金金
马才辉
刘晓黎
ZHANG Yanan;DONG Yuan;LIU Yi;YAN Jinjin;MA Caihui;LIU Xiaoli(Party Committee Office,State Key Laboratory of Experimental Hematology,National Clinical Research Center for Blood Diseases,Haihe Laboratory of Cell Ecosystem,Institute of Hematology&Blood Diseases Hospital,Chinese Academy of Medical Sciences&Peking Union Medical College,Tianjin 300020,China;Tianjin Institutes of Health Science,Tianjin 301600,China)
出处
《中国卫生标准管理》
2025年第18期187-190,共4页
China Health Standard Management
基金
中国医学科学院北京协和医学院党建研究会2024年度研究课题(YXDJKT202404)。
关键词
公立医院
品牌建设
品牌形象
品牌传播
党支部
党建
public hospital
brand building
brand image
brand communication
Party branch
Party building
