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伴随数字化的飞速发展,微信、微博、数字报刊、新闻网站等新媒体雨后春笋般出现。与传统媒体相比,新媒体传播方式具有个性化、即时化、自由化、病毒化、互动化特点。新媒体传播方式的变化,导致医院文化在传播效果、传播形象、文化内涵、品牌作用等方面发生了变革。同时,也存在宣传内容错位、形式错位、链条残缺、思维滞后等不足。一条式故事体传播、文化链传播、整合营销传播等方式,或将成为弥补上述不足的优化策略,成为今后医院文化建设和推广的主要方式。
With the rapid development of digitization, new media such as WeChat, Weibo, digital newspapers and news websites have mushroomed. Compared with the traditional media, the new media has a personalized mode of communication, real-time, free, viral, interactive features. Changes in the way new media are transmitted have led to changes in hospital culture in terms of dissemination effects, image dissemination, cultural connotations and brand roles. At the same time, there is also the misplacement of propaganda content, the dislocation of forms, the incompleteness of the chain and the lagging thinking. One-story story spread, cultural chain communication, integrated marketing communications, etc., or will be to make up for these shortcomings of the optimization strategy to become the hospital culture and promote the construction of the main ways.