Brand Communication Strategies Of Public Hospitals In The New Media Environment

With the advent of the Internet and the rapid development of digital technology,the field of communication has revolutionized.The core of this change is the market share of traditional media is gradually eroded,which is the typical representative of the Internet as a result of the rise of new media technology.The emergence of new media not only make the way of people’s life and work has undergone a disruptive change,but also completely change people’s way of thinking,which caused a lot of industry brand spread the concept of change,such as the medical industry is one of them.The concept,method and effect of public hospital brand communication is quietly changing.The use of information technology based on the traditional brand communication sparked public hospital reform,but at present,the academic research on brand communication strategy of hospital is also unusual,in the successful use of new media to the public hospital brand communication case of mature and successful experience is still relatively small.Because of this,this paper focuses on doing practical strategy of public hospital brand communication under the background of new media,as the public hospitals in the new media environment to provide empirical basis for brand communication orderly and practical.Firstly,the concept and connotation of the new media is expounded,and then starting from the definition of public hospitals,to the present situation of brand communication and the need to break through the bottleneck analysis,and listed in this environment,the new media in the face of public hospital brand communication problems.In the current complex media environment,to appear in a variety of brand building in public hospitals in China appeared in the problem,put forward the integration of transmission,accurate communication,interactive communication,personalized communication and crisis coping strategies.