摘要
微博作为21世纪的新生科技力量，发展迅速，为大众传播消息，提供便利。与人民生活息息相关的医疗卫生行业也逐步加强了微博的应用和管理。医院官方微博是医院信息传播的重要途径，学术交流的重要工具，医患沟通的新型沟通平台，危机应对的新媒体。目前医院官方微博所具有的网络虚拟特性、信息传播的碎片化及传播效应的不受约束性，给医院形象宣传带来挑战和威胁。本文分析医院官方微博在提升医院形象中的作用和局限，为完善医院的形象宣传提出相关建议。
Abstract
As an emerging science and technology, micro-blog develops rapidly.It spreads the message and provides convenience.The medical and health industry which closely relates to national life also steps up to the application and management of micro-blog.The roles of hospi-tal official micro-blog in promoting the hospital image are as follows:the important way of propagating hospital information, the important tool of academic exchanges, the new communication platform of doctor-patient relationship, the new media of crisis response.But the network virtual property, the fragmentation of information transmission and unrestricted transmission effect of micro-blog bring challenges and threats to the hospi-tal image propaganda.This article analyzes the hospital official micro-blog’ s role and limitations in promoting the hospital image, puts forward some suggestions and comments to improve the hospital image propaganda .
NETL
NSTL
维普
万方数据