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中文摘要: 目的：结合全媒体融合的时代背景，分析南京市口腔医院文化宣传与建设。方法：利用经典传播模型RESULTS模型，从Reach（到达）、Engage（互动）、Sociability（社交）、Usability（易用）、Longevity（长尾）、Transaction（交易）、Sentiment（情感）7个方面分别对南京市口腔医院文化宣传内容的传播效果进行梳理和总结。结果：在全媒体融合背景下，基于RESULTS模型的南京市口腔医院文化宣传与建设取得了一定的成就。结论：经过分析得出相关建议：丰富新媒体种类，增加医院文化传播路径；宣传医院文化理念，设置多途径患者沟通渠道；将大数据、人工智能融入新媒体，提升医院文化建设效率；建立医院文化长效机制，加深媒体融合程度和广度。
Abstract:Objective：Combining time background of media convergence，this paper analyzes the cultural propaganda and construction effect of Nanjing Stomatological Hospital. Methods：Through RESULTS model，sort out and summarize the dissemination effects of cultural propaganda content in Nanjing Dental Hospital from 7 aspects：Reach，Engage，Sociability，Usability，Longevity，Transaction，Sentiment. Result：Based on the background of the era of media convergence，The cultural propaganda and construction of Nanjing Stomatological Hospital based on RESULTS model has made certain achievements. Conclusion：Puts forward relevant suggestions on the basis of this：enriching new types of media，increasing the channel of hospital culture communication；propagating hospital culture concept，setting Multi-channel patient communication channels；integrate big data and artificial intelligence into new media，improve the efficiency of hospital culture construction；establish a long-term mechanism for hospital culture，and deepen the degree and breadth of media integration.
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杨朵儿,王繁可,王 璐.全媒体融合背景下基于RESULTS模型的南京市口腔医院文化宣传与建设[J].江苏卫生事业管理,2020,31(8):1080-1083.
YANG Duoer,WANG Fanke,WANG Lu.Hospital Culture Propaganda and Construction Based on RESULTS Model under the Background of Media Convergence[J].Jiangsu Health System Management,2020,31(8):1080-1083.
杨朵儿,王繁可,王 璐.全媒体融合背景下基于RESULTS模型的南京市口腔医院文化宣传与建设[J].江苏卫生事业管理,2020,31(8):1080-1083.
YANG Duoer,WANG Fanke,WANG Lu.Hospital Culture Propaganda and Construction Based on RESULTS Model under the Background of Media Convergence[J].Jiangsu Health System Management,2020,31(8):1080-1083.
