健康传播视角下的医疗社交平台营销传播—以丁香园为例

健康传播视角下的医疗社交平台营销传播—以丁香园为例(论文16000字)
摘要
健康指人的身体、精神等方面都处在良好状态。世界卫生组织提出：“健康不仅是躯体没有疾病，还要具备心理健康、社会适应良好、有道德”。而健康传播概念始于美国，健康传播则是研究如何促进健康信息的传播与健康行为的采纳。
最初源于健康工作者的医疗相关活动，后传播学者介入，共同进行健康传播活动。
随着新媒体平台数量增加，新媒体平台传播逐渐向多平台、多形式的全媒体传播过渡，由原本微信公众号、微博官方账号运营基础上，增加了知乎平台账号、抖音短视频账号等等，多平台的整合运营成为了未来互联网健康传播的趋势与要求。因此，新媒体平台上健康传播的丰富形式对传媒的专业化提出了要求，健康传播领域对于传播学者的需求也在不断增大。
本文选取我国健康传播标志性社交平台媒体产品：“丁香园”“丁香医生”。主要对“丁香园”旗下健康传播产品：“丁香医生”于2018-2019年的全媒体传播内容、传播形式与传播效果变化进行研究，逐一分析其推送的内容主题、内容形式、内容互动效果，从而了解其成功之处与存在问题，并通过研究“丁香医生”的全媒体整合营销传播对我国互联网健康传播的全媒体运营提出自己的见解。
通过分析“丁香园”传播情况，了解我国健康传播未来趋势：由传播内容的认知层面向行为层面发展；具备长尾特征的市场要求各健康传播平台向专业化、精准化发展；通过多种健康传播媒介平台形成健康传播新媒体环境。
关键词：全媒体运营；健康传播；“丁香园”；“丁香医生”

ABSTRACT
Health refers to a person's physical, mental and other aspects are in good condition. The World Health Organization puts forward that "health is not only the absence of disease in the body, but also mental health, good social adaptation and morality". While the concept of health communication began in the United States, health communication is to study how to promote the dissemination of health information and the adoption of health behavior.
It originated from medical related activities of health workers, and then communication scholars intervened to carry out health communication activities together.
With the increase of the number of new media platforms, the new media platform gradually transits to multi-platform and multi-form all-media communication. On the basis of the original Weixin public number and official Weibo account operation, more information platform accounts, jitter short video accounts and so on have been added. The integrated operation of multi-platform has become the trend and requirement of future Internet health communication. Therefore, the rich forms of health communication on the new media platform put forward the requirements for media specialization, and the demand for communication scholars in the field of health communication is also growing.
This article selected the media products of the symbolic social platform of health communication in China: "DingXiang Garden" and "DingXiang Doctor". This paper mainly studies the changes of content, form and effect of all-media communication of "Dr. DingXiang" in the period of 2018-2019 under the banner of "DingXiang Garden", analyses the content theme, content form and content interaction effect of its push one by one, so as to understand its success and existing problems, and studies the all-media integrated marketing communication of "Dr. DingXiang" to me. China's Internet health dissemination of all media operations put forward their own views.
Through the analysis of the "Ding Xiang Garden" communication situation, we can understand the future trend of health communication in China: from the cognitive level of communication content to the behavioral level; the market with long tail characteristics requires that all health communication platforms develop professionally and accurately; and form a new media environment for health communication through a variety of health communication media platforms.
Key words:All Media Operation; Health Communication; "DingXiang Garden"; "Dr.DingXiang"
 

目录
绪论…………………………………………………………………………………………..….1
1研究背景…………………………………………………………………………………………….…..….1
2研究方法……………………………………………………………………………………………….…….1
3研究意义………………………………………………………………………………………..……..……2
第一章健康传播及其研究模型的概念……………………………………..….….………4
1.1健康传播的概念…………………………………………………………………….……..…………4
1.2知信行模型……………………………………………………………………………..…………4
1.3议程设置理论……………………………………………………………………….………………4
1.4健康传播兴起与发展…………………………………………………………….………………..5
第二章“丁香园”与“丁香医生”产品及其健康传播…………………………7
2.1“丁香园”及“丁香医生”…………………………………………….…………………7
2.1.1“丁香园”基本情况……………………………………………………………..………7
2.1.2“丁香医生”基本情况…………………………………………………….……………8
2.2“丁香园”健康传播内容分析……………………………………………………………8
2.2.1样本选取与方法……………………………………………………………….……8
2.2.2推送信息内容分析………………………………………………………..…..………9
第三章“丁香园”健康传播特征…………………………………………….…………………14
3.1“丁香医生”健康传播特征………………………………………..………………14
3.1.1内容主题与形式丰富性……….……………………………………………14
3.1.2内容的权威性………………………………………..…………………………14
3.1.3传播过程的互动性……………………………………..………………………15
3.2健康传播发展趋势………………………………………………..…………………15
3.2.1强化认知向促进行为过渡………………………….……………………15
3.2.2专业化、精准化将成为利益增长点…………………..……………16
3.2.3健康传播新媒体环境的共同构建……………………………………17
结语………………………………………………………………………………………………………………19
致谢 ………………………………………………………………………………………………………20
参考文献…………………………………………………………………………………….…………….…21