保健医学研究与实践2025，Vol.22Issue(3)：7-11,5.DOI:10.11986/j.issn.1673-873X.2025.03.02
新媒体时代高校医院健康科普品牌建设路径——基于4P理论的"西小医与叮叮猫"案例分析
Building health popular science brands in university hospitals in the new media era:a case study of "Xixiaoyi and Dragonfly" based on the 4P theory
摘要
Abstract
In the context of rapid new media development,university hospitals face fresh opportunities and challenges in building health popular science brands.Focusing on the "Xixiaoyi and Dragonfly" popular science brand of Southwest univer-sity hospital,this study is based on the 4P marketing strategies framework(Product,Price,Place,and Promotion)to ana-lyze the significance,strategic approaches,and practical outcomes of health popular science brand building in university hos-pitals under new media conditions,by developing diversified popular science products,establishing a nonmonetary value e-valuation system,constructing an allmedia dissemination matrix,and implementing crosssector integrated marketing,so as to provide a reference model and inspiration for similar institutions.关键词
高校医院/健康科普/品牌建设/4P营销理论Key words
University hospital/Health popular science/Brand building/4P marketing theory分类
医药卫生引用本文复制引用
帅放,游莉,吴宗辉,王澳,吴雪莲..新媒体时代高校医院健康科普品牌建设路径——基于4P理论的"西小医与叮叮猫"案例分析[J].保健医学研究与实践,2025,22(3):7-11,5.基金项目
重庆市中医药重点建设学科重点项目(2021-4322190044) （2021-4322190044）
重庆市北碚区社会事业与管理创新研究专项重点项目(2024-38) （2024-38）
重庆市学校卫生协会健康学校研究项目(WXB2024004). （WXB2024004）
