摘要
文章基于传播学视角,深入探讨了公立医院品牌建设的实用路径。运用清博大数据微信传播指数(WCI)等研究工具,针对当前公立医院微信公众号在发布时间、内容类型、语言风格及用户互动等方面存在的问题,提出了控制发布节奏、优化内容生态、创新语言表达及深化互动机制等解决对策,将医院的专业价值转化为公众可感知的品牌形象,有助于推动医疗服务的社会价值与品牌影响力实现系统性跃升。
Based on the perspective of communication studies,this article conducts an in-depth exploration of practical pathways for brand building in public hospitals.It identifies current issues in the WeChat public accounts of public hospitals—including timing of publications,content types,language style,and user interaction—and proposes corresponding solutions such as optimizing publication schedules,enriching content ecology,innovating linguistic expression,and deepening interactive mechanisms.By transforming the professional value of hospitals into publicly perceptible brand images,this study contributes to promoting the systematic enhancement of the social value of medical services and the influence of hospital brands.
作者
李媛媛
辛源
LI Yuan-yuan;XIN Yuan
出处
《新闻知识》
2025年第8期86-91,96,共7页
News Research
基金
杭州市科技计划引导项目(农业与社会发展)“传播学视角下公立医院品牌建设路径研究”(项目编号:20211231Y059)的阶段性成果。
关键词
公立医院
品牌建设
健康传播
微信公众号
public hospital
brand building
health communication
WeChat public platform
