“自媒体时代”儿童医院微信平台建设的实践与思考
2019-07-26
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doi:10.3969/j.issn. 1672-5166.2019.03.08

 

自媒体时代儿童医院微信平台建设的实践与思考

张艾萱 吴叶青


目的 分析医院微信公众平台的运营现状和发展趋势,归纳其属性和特征,提出共性问题,分享儿童医院微信平台建设实践经验与思考,探索适应其发展的运营模式。方法 通过文献调查、定性分析的方法对医院微信公众平台的运营现状进行研究,发现当前存在的问题。通过个案分析法,总结儿童医院微信平台实践经验,为平台建设提供参考依据。结果 目前儿童医院微信公众号的实践经验主要有准确定位、内容原创、及时发布、角度新颖、矩阵共赢。结论 微信公众平台建设与应用在医院发展和品牌建设中发挥了重要作用,是医院文化的传播和建设不可或缺的工具。

关键词 自媒体 医院 微信平台建设

 

Practice and Thinking of WeChat Platform Construction of Children's Hospital in the We-media Era

PANG Fang, ZHANG Aixuan, GU Jun, WU Yeqing

Children's Hospital of Nanjing Medical University, Nanjing 210008, Jiangsu, China

 

Abstract Objective This study analyzed the operation status and development trend of the WeChat public platform of the hospital, summarized its attributes and characteristics, proposed common problems, shared the practice and thinking of WeChat platform construction of Children's Hospital, and explored the operation mode adapted to its development. Methods Literature investigation and qualitative research was conducted to analyze the current operation status of WeChat public platform of the hospital and find the existing problems. The practical experience of WeChat platform in Children's Hospital was summarized through case analysis, which provided the basis of reference for platform construction. Results The practical experience about WeChat public platform of Children's Hospital mainly included accurate positioning, original content, timely delivery, novel perspective and matrix double win. Conclusion The results showed that the construction and application of WeChat public platform had played an important role in hospital development and brand building. It has become an indispensable tool for the communication and construction of hospital culture.

Keywords we-media; hospital; WeChat platform construction

 

南京医科大学附属儿童医院,江苏省南京市,210008

作者简介:庞芳(1977—)女,硕士,高级政工师;研究方向:医院管理 E-mail296826962@qq.com