Under The New Media Environment Research On TheEffect Mechanism Between Network Communication Mode And Brand Communication Effect In Private Hospital

In recent years,with the intensification of competition,more and more hospitals,especially the private hospitals,begin to operate their hospitals as enterprises.They attach more importance to brand communication and services,and carry out medical services centering on "patients".With the popularization and development of the Internet,new media has become the focus of the hospital brand managers.Due to the incomplete supervision,with the outbreak of "Zexi Wei incident",patients have increasingly questioned the spread of information related to the hospital brand on the network media.On the other hand,network marketing communication has irreplaceable advantages such as wide audience and fast communication speed,so that hospital managers cannot give up the use of the Internet for brand communication.Therefore,it becomes an urgent problem for private hospital brand managers to think about how to rationally utilize the network communication mode to maximize the effect of hospital brand communication.Therefore,from the perspective of media credibility,this paper studies the effect mechanism of different network communication modes on brand communication of private hospitals in the new media environment.By sorting out a large number of literatures reviews,this paper divides the network communication mode into four categories: network interpersonal communication,network group communication,network organizational communication and network mass communication,and introduces the concept of media credibility to measure the network communication mode.Meanwhile,the brand communication effect of private hospitals is divided into brand communication cognitive effect and brand communication behavior effect.Among them,the cognitive effect of brand communication is further divided into three dimensions of brand awareness,brand recognition and brand association,while the behavioral effect of brand communication is further divided into two dimensions of patient behavior and brand loyalty.Based on the mature research of cognitive-behavioral theory,this paper sets the cognitive effect of brand communication as the mediating variable between the network communication mode and the brand communication behavior effect,and verifies the relationship between the above variables through empirical analysis.In this paper,questionnaire survey method was adopted to draw on the mature scales at home and abroad,and eventually to form the formal questionnaire content.Data were collected from the patients who visited private hospitals,and descriptive analysis,reliability and validity analysis,factor analysis,regression analysis and structural equation model were constructed for the effective data by using SPSS and AMOS analysis software.The research results show that,firstly,the credibility of network organization communication is the highest,followed by network interpersonal communication.Secondly,network interpersonal communication has a significant positive impact on brand awareness,brand recognition and brand association.Network organizational communication and network mass communication have a direct positive impact on brand awareness and brand recognition.Thirdly,the influence of network interpersonal communication and network organizational communication on patient behavior and brand loyalty is indirectly influenced by the intermediary effect of brand communication cognitive effect.Finally,based on the research conclusions,this paper proposes relevant management enlightenment and suggestions,and elaborates on the limitations of this paper in terms of sample objects,research models and research methods.