摘要
目的本文旨在以上海市12320卫生热线(简称"上海市12320")为例,探索健康教育中的品牌传播。方法对上海市12320创立6年多来的品牌传播方式和实例进行理论分析。结果上海市12320从2006年12月8日开通以来,已发展成为集短信、网络、微薄、IPTV、社区公益活动等于一身的健康品牌。结论上海市12320在品牌识别的整体框架下,选择多种传播方式,将健康理念推广出去,扩大了卫生服务半径,满足了不同层次人们对日益增长的医疗、保健、养生等健康的诉求。
Objective Taking Shanghai 12320 as an example, to explore the health education of brand communication. Methods By theoretical analysis on the modes and cases in brand communication in the six years since the setting up of Shanghai 12320. Results Shanghai opened the public health hotline 12320 on December 8 th , 2006. It has developed into a health brand in various forms of a set text messages, network, twitter, IPTV. Community public welfare activity is unified as a health brand. Conclusions Shanghai 12320 works in a unified framework operating in various forms to promote health concepts, which could satisfy the increasing needs of the public in different levels for medical treatment, health care, and long living.
出处
《健康教育与健康促进》
2013年第3期193-196,共4页
Health Education and Health Promotion
