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微博作为21世纪的新生科技力量,发展迅速,为大众传播消息,提供便利。与人民生活息息相关的医疗卫生行业也逐步加强了微博的应用和管理。医院官方微博是医院信息传播的重要途径,学术交流的重要工具,医患沟通的新型沟通平台,危机应对的新媒体。目前医院官方微博所具有的网络虚拟特性、信息传播的碎片化及传播效应的不受约束性,给医院形象宣传带来挑战和威胁。本文分析医院官方微博在提升医院形象中的作用和局限,为完善医院的形象宣传提出相关建议。
As a new-born science and technology force in the 21st century, Microblogging is developing rapidly to facilitate the dissemination of news to the general public. The health care industry closely related to the people’s life also gradually strengthened the application and management of Weibo. The official microblogging is an important way for hospital information dissemination, an important tool for academic exchanges, a new communication platform for doctor-patient communication, and a new media for crisis response. At present, the official hospital microblogging network has the virtual characteristics of the network, fragmentation of information dissemination and dissemination of the unfettered effect on the hospital image to bring the challenges and threats. This article analyzes the role and limitation of the hospital official microblogging in enhancing the image of the hospital, and puts forward some suggestions to improve the hospital image promotion.