商务传媒学院知识库

互联网技术的不断发展成熟，移动智能手机在我国普及运用，激发了各类APP的快速研发，并逐渐发展壮大。受新冠疫情影响，人们的健康意识逐渐提高，对于互联网医疗的接受度呈现上升趋势。自2016年国务院公布“2030健康中国”纲要以来，对我国健康中国的发展起到了促进作用。“微医APP”作为我国第一家互联网医院试点平台，充分利用互联网技术，将医疗健康向信息化、数字化方向发展迈进，逐渐实现“医+药”的闭环服务。本文以“微医APP”为研究对象，基于传播学分支中的“健康传播”视角，立足于健康传播信念“知、信、行”理论模式，综合运用个案研究法，内容分析法以及问卷调查法进行分析，从“微医APP”的内容基于外部情感化设计原则，到内部内容生产分析、定位分析、营销策略分析以及通过问卷对用户进行传播效果分析，研究表明微医在健康传播发展中存在以下问题。健康传播影响力不足：相关部门政策落实不到位、平台管理存在多方面问题以及个人健康传播意识较薄弱；平台缺乏健康传播相关技巧：推广范围比较狭窄、创作形式单一、内容更新速度慢导致健康传播效率低。针对以上存在的问题，为促进微医APP健康传播可持续发展，提出可行性的建议。在外部层面：加强政府政策落实、宣传与引导；规范平台机制，形成有效合力；“多元协同”提高人们的健康意识。在APP本身：创新健康传播方式，包括扩大微医平台推广范围，增加与用户的互动，及时获取反馈；丰富文章内容的表现方式，增强用户可读性；均衡传播内容，多方面涉及健康知识，有效加强健康传播效果。此论文的研究能够促使该APP吸引更多的用户，提高用户粘性，提升自身在医疗健康领域的发展价值，同时也在一定程度上提高人们对于健康传播的新认识，改变健康态度、引导健康行为、促进我国健康传播的发展。

With the development and maturity of Internet technology, mobile smart phone is widely used in our country, which has stimulated the rapid development of various apps and gradually developed. Affected by covid-19, people's health awareness has gradually increased, and the acceptance of internet-based medical care has shown an upward trend. Since 2016, the state council announced the“2030 Healthy China”program, has played a role in promoting the development of our healthy China.As the first pilot platform of Internet Hospital in our country, micro-medical APP makes full use of Internet technology to develop medical health towards informationization and digitalization, gradually realize“Medicine + medicine”closed-loop service. Based on the perspective of“Health communication”in the branch of communication science, this paper takes“Micro-medical APP”as the research object and bases on the theoretical model of“Knowledge, belief and practice”of health communication belief, using a combination of case studies, Content analysis and questionnaires, the content of the “Micro-medical APP” was designed based on external emotional design principles, to the internal content production analysis, positioning analysis, marketing strategy analysis and through the questionnaire to the user communication effect analysis, research shows that there are the following problems in the development of health communication.The influence of health communication is insufficient: the implementation of relevant policies is not in place, there are many problems in the management of the platform, and the awareness of personal health communication is weak; The platform is short of health-related skills: the narrow scope of promotion, single creative form, slow content update lead to low efficiency of health communication. In view of the above problems, in order to promote the sustainable development of micro-medical APP health communication, put forward feasible suggestions. At the external level: strengthen the implementation of government policies, propaganda and guidance; standardize the platform mechanism to form effective synergy; “Multi-synergy”to improve people's health awareness. In the APP itself: Innovative Ways of health communication, including expanding the scope of micro-medical platform promotion, increased interaction with users, timely feedback; Balanced dissemination of content, many aspects of health knowledge, effective enhancement of health communication effect.The research in this paper can make the APP attract more users, improve the stickiness of users, enhance its development value in the field of medical and health care, and also improve people's new understanding of health communication to a certain extent, change Health Attitude, guide health behavior and promote the development of health communication in our country.