摘要
在新时代环境下,新媒体利用其独特性,使用新的技术给公立医院的品牌营销带来一定的创新。但是公立医院在此发展过程中也面临一定的压力和竞争力,如何利用好新媒体进行公立医院的品牌营销,成为公立医院发展的关键。本文主要探究在新时代的环境下,公立医院的品牌营销策略当中如何使用新媒体为公立医院进行有效的宣传,提出可以进行整合传播,利用新媒体的交互性、开放性来提升其品牌影响力,创新品牌营销模式,更好地树立公立医院的形象。
In the context of new era,new medias rely on its uniqueness and new technology to bring forth renovation for public hospital branding. But public hospitals face pressure and competition during this process. It becomes important to well employ new medias to engage at public hospital branding for the development of public hospitals.This article aims at the research of how public hospital can employ new medias to effective engage at publicity,and bring forth the idea of integrated publicity,to enhance brand impact by the interaction and openness of new medias,to renovate branding patterns,and to better build a public hospital image.
作者
王扬勇
阮德胜
Wang Yangyong;Ruan Desheng(Affiliated Hospital of Southwest Medical University,Sichuan Luzhou 646000)
出处
《现代营销（下）》
2021年第10期43-45,共3页
Marketing Management Review
关键词
新媒体
公立医院
品牌营销
New medias
public hospital
brand marketing
