| Compared with the United States,the development of health communication in China is still in the primary stage.Most of the existing studies remain in the era of mass media.And there are few studies on health communication in the new media ecological environment.West China Hospital of Sichuan University is a regular medical institution.And its Wechat Official Account of health follows the balance between commercial and public welfare.And the case is typical and representative.Hospitals are the main body of health communication.Starting from the Wechat Official Account of West China Hospital of Sichuan University,this paper makes an in-depth analysis of the development strategy,hoping to provide reference for the operation of Wechat Official Account of other medical institutions.In this paper,using literature analysis,content analysis,case study method and depth interview method and selecting West China Hospital of Sichuan University micro letter public push articles as samples,through its frequency of posts,creation subject,the theme,expression frequency of use,language style.From five aspects to analysis the characteristics of the Wechat Official Account.And the author interview operation team of the Wechat Official Account of West China Hospital of Sichuan University to know about the operation sitiation.From three aspects: the main body,content and object to analysis the advantage of the Wechat Official Account.From the perspective of communication subjects,West China Hospital of Sichuan University is authoritative as a professional medical institution.It has strong brand awareness.And its professional team with empathy ability can fully consider the needs of the audience.From the perspective of communication content,the layout design of its official account is convenient and fast,especially registered.It can make users to quickly find the required services,and the scientific and authentic content of its push articles can also guarantee a certain number of fans.Finally,the author will make some thinking about the future development of the Wechat Official Account of West China Hospital of Sichuan University.It faces with problems such as less push frequency,weak user management and ontent presentation lacks innovation.Therefore,the author suggests that the Wechat Official Account of West China Hospital of Sichuan University should be rich to push the theme,to strengthen the timeliness,improve the form of expression,improve the reading experience.strengthen communication with users,additional reader questions and answers section. |
