台湾宾果28彩票

融媒体下医院文化品牌的价值及其生态路径研究

( 2017-07-06)

1.绪论

jinnianlai,wangluoheshuzijishuliebianshifazhan,dailaimeitigejudeshenkediaozhengheyulunshengtaidezhongdabianhua,xinxingmeitifazhanzhikuai、fugaizhiguangchaohuxiangxiang。chupingyuedudengshouduanyijingchengweidazhonghuoquxinxidejibenqudao,shenzhichengweiyizhongwenhuashenghuofangshi。weici,xijinpingzongshujizaijinnianchujuxingdedangdexinwenyulungongzuozuotanhuishangqiangdiao,“suizhexingshifazhan,dangdexinwenyulungongzuobixuchuangxinlinian、neirong、ticai、xingshi、fangfa、shouduan、yetai、tizhi、jizhi,zengqiangzhenduixingheshixiaoxing。”zheiyilunshu,lilunqianzhanyiyihexianshiyiyibuyaneryu。

台湾宾果28彩票 jutizhiyiliaoweishengxingye,bansui“hulianwang+”jinchengdebuduantisu,hulianwangyuyiliaoweishenglingyujinmiliandongdetaishiriyimingxian。gongliyiliaojigouwenhuatixidezhongsuyupinpaijiazhidechuanboyichengxianchu“rongmeiti”dexinmotai: jijielichuantongmeitiyushehuixingxinmeitironghedequanxinmotai,xingchengkuameiti、kuashikong、kualingyu、kuaquntideduoweichuanboshengtai。ruhezaiquanmeitishidai,yishunyingxinwenguilvdefangfa、tiejinshouzhongxinlidehuayu、shiyingfenzhongchuanbodequdao、qiezhongxianshirediandeyiti,gongguzhuangdazhuliusixiangyulun、hongyangzhuxuanlv、chuanbozhengnengliang,shisuoyouxinwenmeitimianduideshidaiketi。yiyuanwenhuapinpaizuoweiyiyuanwenhuadezaitizhiyi,tongyangxuyaotupochuantonglinianyucelve,yiyidonghulianwangdesiweijinxingyiyuanwenhuapinpaidetuiguangyuchuanbo,bingzuizhongtansuochuyitaoshiyingyiyuanzishentediandezhangxiaochuanbojizhihegongzuomoshilujing。

 

2. 融媒体

2.1 融媒体的定义

台湾宾果28彩票 “rongmeiti”(media convergence),zuizaokezhuisudaomeiguomashengligongtaiwanbinguo28caipiaojiaoshouyiqier·suole·puerdelilun。1983nian,tazaiqi《ziyoudekeji》yishuzhongtichu“chuanboxingtaironghe”,renweishumadianzikejidefazhanshidaozhililaijingweifenmingdechuanboxingtaijuhedeyuanyin。

台湾宾果28彩票 zaidangqian“hulianwang+”dexinbeijingxia,“rongmeiti”shizhigezhongmeijiechengxianduogongnengyitihuadequshi。hulianwangbabaozhi、dianshi、diantaidengchuantongmeitiyushouji、shouchizhinengzhongduandengxinxingmeiti,zaichuanbomeijie、chengxianmoshi、disongqudao、shengtaitediandengfangmianyouxiaojieheqilai,xingcheng“yicicaiji,duozhongshengcheng,duoyuanchuanbo”dequanxincaibianlujing。

2.2 融媒体对医院文化传播的影响

台湾宾果28彩票 zaizheizhongjiaohu、yansheng、duoqudao、duoweidu、quanfangweidechuanbozhong,“rongmeiti”chuanbolinianhesiweidefanzhuanjishehuihexinjiazhijiyiyuanwenhuajiazhidechuanbodailaixuanchuanmoshi、lujingdegexin。jutieryan,meitishengtaihuanjingchengxianchusidazhuanbian:

台湾宾果28彩票 diyi,yongyizhanshiwenhuapinpaijiazhidemeitichuanbodemeijiepingtaixunsumairuyibaozhi、zazhi、dianshi、guangboweidaibiaodechuantongmeitiyuyimenhuwangzhan、chuizhixingshequ、app、weixin、yidonghulianwangshoujiduan/pingbanduan、hudongshidianzipingdengweidaibiaodexinmeitiquanmianronghedexintaishi,gouchengsuowei“rongmeiti”shengtailian。

dier,pingtaineirongdezhanxianxingtaicongwenzi、tuxiang、shengyin,zhibianjinjieweidonghua、shipin、html5wangluoyuyandengquanxinxingshi,duoyuanhuaqushigengweimingxian。

台湾宾果28彩票 disan,youyuchaomeitijishuliliangdecanyu,shouzhongjieshouxinxidequdao,congyidanweiweidiyuyuanxin,yichuantongdazhongmeitiweizaitifuzuode2.0shidai,zhujianshengjiweiyiyidonghulianwang、zhinengshouji、zhihuipadweizhongduanqudaodeweb4.0shidai。

disi,chuanbotexingcong“dazhongchuanbo”zhuanhuadao“fenzhongchuanbo”shidai。

 

3.医院文化

3.1 医院文化的定义

wenhuashixuemai,shijingshenjiayuan,shiruanshili。zhongguogongchandangshiqijieliuzhongquanhuidejueyitichudewenhuaqiangguozhanlvezaicibiaomingwenhuaduizhenggeshehuidekechixufazhanjuyouzhongyaozuoyong。zaiweiguancengmian,zuzhiwenhuabeirenweishizuzhikechixufazhandehexinnenglizhiyi,shizhongyaodezuzhiziyuan。zuzhiwenhuahuiduizuzhiyouxiaoxingchanshengyingxiang。

eryiliaoweishengxingyezeshizuizhongyaodeminshenggongcheng,yuzhenggeshehuidekechixufazhanmiqieguanlian。ziguyilai,yixuebeirenweishirenleidaodewenhuagaodi。yiyuanwenhuashizhiyiyuanzaizhangqiyiliaohuodongzhongzhujianxingchengdeyirenweihexindewenhualilun、jiazhiguannian、shenghuofangshihexingweizhunzedeng,waixianweixingweifangshi。gongliyiyuandexingweizhiyoufuheshehuiguifancainenggoushixiankechixufazhan,peiyuduikechixufazhanyoulideyiyuanwenhuashoudaoguangfanguanzhu,jiaqiangyiyuanwenhuataiwanbinguo28caipiaochengweimuqianyiyuanguanlijiedechaoliu。tiquliyukechixufazhandeyiyuanwenhuatezhi、tantaoyiyuanwenhuayaosuwendexianghuzuoyongguanxi、zaikechixufazhanlilunshangchuandi、jianxingyiyuanwenhuazeshicujinyiyuanwenhuataiwanbinguo28caipiaodezhongyaogongzuo。

3.2 医院文化品牌项目的定义

台湾宾果28彩票     yiyuanwenhuatongguozaitichuanbo,yiyuanwenhuayaoxiangluodibixuyoujutide、caozuoxingqiangbingjinmijieheyiliaozhongxingongzuodewenhuazaitilaishijian,bingzaishishideguochengzhongbuduanyuyiwanshan、chuangxin,jiangwenhuaneihanshenshenzhiruyiyuanguanlizhong,zhenzhengfahuiwenhuadeqiangdazuoyong。zheijiuxuyaozuodao“neihuayuxin,waihuayuxing”,zheilide“xing”jiushiyiyuanwenhuapinpai。jibatilianchulaideyouliangchuantongheyouxiuwenhuayuansuyuyiyuanmianlindeneiwaihuanjingxiangjiehe,tongguojingtaizhanshi、wenhuahuodongdengshouduan,diaodongyuangongcanyuyiyuanwenhuataiwanbinguo28caipiaodejijixing,zengqiangyiyuanneibuningjuli,zhubushixiangerenjiazhiguannianyuyiyuanzhengtijiazhiguanniandetongyi,bingzuizhongxingchengjubeikefuzhi、kecaozuodewenhuapinpaixiangmu。

 

4医院文化生态路径的研究

    xianyouyiyuanwenhuapinpaidechuanbolujingjuyoufuzaxing、duoyangxinghexiaoguobuquedingxingdengkeguanxianshi。benwenjiyuyonghudingwei、yonghutiyan、yonghuzhanxing、fabumeijieleixing、jishuzhongduancanshu、shouzhongmubiaorenqun、yunzuojingyingmoshi、xinxichufaqudaodengduogeweidu,duizhuruyidonghulianwangjiyindexinmeitipingtai(baokuomenhuwangzhan、chuizhixingshequ、app、weixin、yidonghulianwangshoujiduan/pingbanduan、hudongshidianzipingdeng)jinxingjibenfenxing,tansuochuyitaojiyu“hulianwang+”beijing,bingjuyouyidingfuzhituiguangdudewenhuapinpaiyouxiaochuanbojizhiyushengtailujing。

 

5.医院文化台湾宾果28彩票品牌体系六大模块

5.1 历史文化模块的定义

台湾宾果28彩票 lishiwenhuabaokuoguangyidelishiwenhuayuxiayidelishiwenhua,qianzheshizhiyiyuanzaiguoquzhangqifazhan、chuanchengzhongsuohuodedewuzhi、jingshenshengchandenenglijiqisuochuangzaodecaifudezonghe,baokuowuzhiwenhua、jingshenwenhuahezhiduwenhua。xiayidelishiwenhuazhuyaoshizhijingshenshengchannenglihejingshenchanpin,benketisuozhideyiyuanlishiwenhuashizhixiayidelishiwenhuaeryan。

yiyuanlishiwenhuamokuaidepinpaitaiwanbinguo28caipiaoduoyizhanshileixiangmuweizhu,baokuoyuanshichenlieguan、yiyuanwenhuazhanglangdeng。

5.2 科普文化模块的定义

台湾宾果28彩票 yixuekepushiyiyixueweineirong,yipujiweimude,yitongsuhuaweishouduanerjinxingdechuangzuoshijianhuodong,shipujikexuezhishi、tigaoquanminsuzhideguanjiancuoshi,shishehuizhuyiwuzhiwenminghejingshenwenmingtaiwanbinguo28caipiaodezhongyaoneirong。yiyuanyuchuanbokepuzhishi,yingzaokepuwenhuafangmianyouzhedetianduhoudeziyuanyoushiyubuketuixiedeshehuizeren。yingzaoyixuekepuwenhuarenshou,bujinkeyimanzugongzhongduijiankangdexuyao,erqiekeyiyindaogongzhongzhangwokexuezhishi,duiyixuejianliheliqiwang,jianshaoyihuanmaodun,hexieyihuanguanxi。

台湾宾果28彩票 yiyuankepuwenhuapinpaitaiwanbinguo28caipiaodechengxianxingshishifenduoyanghua,baokuokepujiangtang、xuanchuanshouce、kepuweidianyingdeng,qiejuyouganranliqiang、chuanboxingqiang、yijinxingercichuanbodengtedian。

5.3 交互文化模块的定义

yihuanjiaohunenggouzaiyiyuanheshiminzhijiandajianyouxiaogoutongpingtai,jiangyiyuanyunxing、yunzhuanqingkuanggengzhenshi、gengquanmiandichengxianzaishiminmianqian,lingjulidishoujishiminduiyiyuandeyijianhejianyi,zengjiashuangfanghudonglejie,genghaodicujinyihuanguanxi,qieshitigaoqunzhongduiyiyuanyiliaoweishengtaiwanbinguo28caipiaodemanyidu。

台湾宾果28彩票 yiyuanjiaohuwenhuapinpaitaiwanbinguo28caipiaobaokuoshequkepujiangtang、kaifangmeitijihuanzhecanguanri、xianshangwendadeng,duiyutixianyiyuangongyixing、tishengyiyuanmeiyuduxiaoguoxianzhu。

5.4 聚心文化模块的定义

台湾宾果28彩票 yiyuanningjulishiyiyuanquantiyuangonggongtongdelixiangzhuiqiu、gongtongdezeren、shiming、gongtongdesixiangwenhuahejiazhiguanniandejizhongtixian,shiyiyuanhexinjingzhenglidezhongyaobiaozhi,duishixianyiyuandemubiao、renwuhefazhan、taiwanbinguo28caipiao,jianlilianghaodeyiyuanfenweiqizhezhiguanzhongyaodezuoyong。

台湾宾果28彩票 yiyuanjuxinwenhuapinpaitaiwanbinguo28caipiaoyouliyutishengzhigongneibuningjuli,duiyujifazhigongjiaruyiyuanwenhuapinpaitaiwanbinguo28caipiaodezhuguannengdongxingyouhenhaodexiaoguo,baokuowenyihuiyan、yiyuanyundonghui、jiaoyou、jiticanguandeng,qiejiyixingchengpinpaixiaoying。

5.5 公益文化模块的定义

台湾宾果28彩票     yiyuangongyiwenhuashiyiyuanzaizhangqishijianzhongjingguolishijicheng、ziwofazhan、huanjingyingxiangerzhubuxingchengdedutewenhuaxingtai。tayigongliyiyuanzuzhiweizhuti,yilitazhuyijiazhiguanweihexin,yigongliyiyuanshehuizerenweitaiwanbinguo28caipiaozhongdian,shigongliyiyuangongyijingshen、gongyizhidu、gongyixingwei、

gongyihuanjingdezonghe。jiaqianggongliyiyuangongyiwenhuataiwanbinguo28caipiao,keyishideyiwugongzuozheshuliqizhengquedelixiangxinnian,keyiweiguangdabinghuanchuangzaohaodewenxinshushirenwendejiuyihuanjing,keyiweigongliyiyuandefazhandiandingjianshidewenhuajichu。

yiyuangongyiwenhuapinpaitaiwanbinguo28caipiaodezhuyaotujingshijubanjuyourenwenxing、gongyixingdeshehuihuodong,baokuoyizhen、zhuticishanhuodong、huanzheshalongdeng。gaileixiangmurongyixiyinshehuimeitiguanzhu,jubeijibenxinwendian,

5.6 台湾宾果28彩票文化模块的定义

台湾宾果28彩票 yiyuantaiwanbinguo28caipiaowenhuashiyiyuanzaiyidingdelishitiaojianxiaheshehuihuanjingzhong,weirenleitigongyiliaobaojiantaiwanbinguo28caipiaodeshijianguochengzhongsuoxingchengdewutaitaiwanbinguo28caipiaowenhuaheyitaitaiwanbinguo28caipiaowenhuadezongcheng。duixiancundeyiyuantaiwanbinguo28caipiaowenhuajinxingshenshi、jichenghegaishan,binganzhaokehudaoxiangherenxinghuayuanzezhongxingoujian,nenggouchongfentishenghuanzhejiuyihuodegan,zuizhongmudeshirangyiyuanzhengtineihanyusuzhibuduantigao,jiaqianghexinjingzhengli。

台湾宾果28彩票 yiyuantaiwanbinguo28caipiaowenhuapinpaitaiwanbinguo28caipiaobaokuogeleifeixianjinzhifufangshi、zhiyuanzhetaiwanbinguo28caipiao、renwenxijietaiwanbinguo28caipiaojucuodeng。

 

6.医院文化品牌六大生态传播途径

6.1 医院官方自媒体平台

zimeitipingtaishixianzaishehuixinwenchuanbodezhuliumeitimoshi,yilaiyukuaijiedewangluotongxin,shixianxinxikuaisuzhenshichuanbodegongneng。yuchuantongxinwenchuanbofangshixiangbi,zimeitipingtaixinwenxinxichuanbodeshijiaogengjiaguangfan,xiaolvheyingxiangxiaoguoyedadachaoguochuantongdexinwenchuanbofangshi,congzuijibendecengmianchongfentixianlexiandaishehuifazhandetedianyuxinxikejidexianjinxinghebianjiexing。

yiyuandezimeitipingtaibaokuoyiyuanguanfangweixingongzhonghao、wangzhan、weibo,yiyuanyuanbao,yiyuandianshitaideng。zheileichuanbofangshishishishangyijingjubeile“rongmeiti”dejibentezheng,nenggoujiangyijianshiqingtongguoduozhongzitujingyuyichuanbo,dadao1+1>2dexiaoguo。

6.2 场景化动态陈列平台

台湾宾果28彩票 changjinghuadongtaichenliepingtaishiliyong“jiwuyujing”dexunichangjingxianshihuafangshi,jiashangxinxijishushidaidekejishouduan,yidongtaichenliefangshichengxianzhanpin。

yiyuandechangjinghuadongtaichenliepingtaibaokuogeleinenggouchengzaixuanchuanneirongdezhanshipingtai,ruyuanqudianziping、dianshiqiang、biguashidianshi、haibaolandeng。zheileichuanbofangshifanweixiangduiguding,danjiaoqiangdedaodalvshiqiyoushi。

6.3 内部网络系统平台

台湾宾果28彩票     neibuwangluoxitongpingtaijiyiyuanneibuyineiwangweijichudepingtai,ruyuanneioa、    bbsdeng。zheileichuanbofangshidebiaoxianxingshiwangwangjiaoweidanyi,danshijingzhunlvjiqiang。

6.4 社会平面媒体平台

    chuantongmeitishiyizhizhangweizaitifabuxinwenhuozhezixun,tongguodanyideshijue、danyideweiduchuandixinxidemeiti,dianxingderu《jiefangribao》《wenhuibao》ji《xinminwanbao》。zuoweichuantongmeitideyibufen,pingmianmeitisuiranjinnianlaizaixiaoliang、shouzhongshuliangdengfangmianchengxianxiahuaqushi,danshizuoweimeititixizhongxinwenneirongdezuizhuyaolaiyuan,yiranyouqibuketidaidediwei。

6.5垂直型门户网站平台

menhuwangzhanshizhitigongmouleizonghexinghulianwangxinxiziyuanbingtigongyouguanxinxitaiwanbinguo28caipiaodeyingyongxitong。zheileiwangzhanzuichutigongjiaopingmianhuadesousuoyinqing、mulutaiwanbinguo28caipiao,suizhe“hulianwang+”liniandeshenrufazhan,menhuwangzhanzhujianxiang“chuizhixing”tedianfazhan,qizhuyiliwangwangjizhongzaimouxietedingdelingyuhuomouzhongtedingdexuqiu,tigongyouguanzheigelingyuhuoxuqiudequanbushenduxinxihexiangguantaiwanbinguo28caipiao。

chuizhixingmenhuwangzhanpingtaidaibiaoxingmeitiyoutengxundashenwangjiankangpindao、dingxiangyuan、yixuejiedeng。zaineirongyutaiwanbinguo28caipiaodezhuanyexing、linghuoxingfangmianjuyouwukebinideyoushi,tongshizaiyonghunianduhejingzhunfangmianjiaozhipingmianxingwangzhangengjia。

6.6 主流媒介“全媒体”平台

台湾宾果28彩票 “quanmeiti”pingtaishixiangduiyubaokan、guangbo、dianshidengchuantongmeitieryandexindemeitixingtai,shiliyongshuzijishu、wangluojishu、yidongjishu,tongguohulianwang、wuxiantongxinwang、youxianwangluodengqudaoyijidiannao、shouji、shuzidianshijidengzhongduan,xiangyonghutigongxinxiheyuledechuanboxingtaihemeitixingtai;rushuzizazhi、shuzibaozhi、shuziguangbo、shoujiduanxin、yidongdianshi、wangluo、zhuomianshichuang、shuzidianshi、shuzidianying、chumomeitideng。bunankanchu,yixiexindemeitixingtaishichuantongmeitideyanshenhefazhan,erchuantongmeitifenfenchangshizheliyongzishenpingtaihexiandaijishuzouduoyuanhuazhilu,fenfentuichulezijideguangbowang、dianshiwang、shoujiguangbo、shoujidianshideng。

zhuliumeijiede“quanmeiti”pingtaijianjuzhechuantongmeitishengchanneirongyuxinmeitizhanshineirongdeyoushi,youwangchengweiweilaichuanbotujingdezhuliu。dianxingdaibiaoru“kankanxinwenwang”“xinwenchenbao·zhoudao”deng。

 

7.初步形成医院文化品牌体系与生态传播路径的理想组合模型

台湾宾果28彩票 benketishouchuangxingditongguo“sandusanlv”,jihaogandu、nianzhedu、jieshouduyijidaodalv、jingzhunlv、zhuanhualv,fenxiyiyuanwenhuapinpaishengtaichuanbolujingdetexing,bingchubujianlileyiyuanwenhuapinpaitixiyushengtaichuanbolujingdelixiangzuhemoxing。

7.1  医院文化品牌体系与生态传播路径的理想组合概述

yiyuanlishiwenhuapinpaixiangmushihezaichangjinghuadongtaichenliepingtaiyijichuizhixingmenhuwangzhanpingtaichengxian,tongguo“jiqingyujing”deshouduan,nengzaihaoganduyuzhuanhualvfangmiandadaolixiangxiaoguo。

yiyuankepuwenhuapinpaixiangmushihetongguoyiyuanguanfangzimeitipingtai、changjinghuadongtaichenliepingtaiyijizhuliumeijie“quanmeiti”pingtaichengxian,tongguokepuweidianying、xianshangjiankangjiangtangdengxiangmu,nengzaihaogandu、jieshoudu、daodalvyuzhuanhualvdadaolixiangxiaoguo。

yiyuanjiaohuwenhuaxiangmushihetongguoshehuipingmianmeitipingtai、chuizhixingmenhuwangzhanpingtaiyijichuizhixingmenhuwangzhanpingtaichuanbo,tongguomeitixuanchuan,nenggouzaijieshoudu、daodalvfangmiandadaolixiangxiaoguo。

yiyuanjuxinwenhuaxiangmushihetongguoyiyuanguanfangzimeitipingtaiheneibuwangluoxitongpingtaichuanbo,yiqiuzainianzhelvhedaodalvfangmiandadaozuilixiangdexiaoguo。

yiyuangongyiwenhuaxiangmuhetongguoshehuipingmianmeitipingtai、chuizhixingmenhuwangzhanpingtaiyijichuizhixingmenhuwangzhanpingtaichuanbo,tongguomeitixuanchuan,nenggouzaijieshoudu、daodalvfangmiandadaolixiangxiaoguo。

台湾宾果28彩票 yiyuantaiwanbinguo28caipiaowenhuaxiangmushihetongguoyiyuanguanfangzimeitipingtai、shehuipingmianmeitipingtai、chuizhixingmenhuwangzhanpingtaiyijichuizhixingmenhuwangzhanpingtaichuanbo,nenggouzaihaogandu、jieshoudu、daodalvhezhuanhualvfangmianqudelixiangxiaoguo。

7.2 医院文化品牌体系与生态传播路径的理想组合模型

 

xiaoguo/lujing

yiyuanguanfangzimeitipingtai

 

changjinghuadongtaichenliepingtai

neibuwangluoxitongpingtai

 

shehuipingmianmeitipingtai

chuizhixingmenhuwangzhanpingtai

台湾宾果28彩票 zhuliumeijie“quanmeiti”pingtai

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yiyuankepuwenhua

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台湾宾果28彩票 yiyuantaiwanbinguo28caipiaowenhua

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