Research On Communication Strategy And Effect Of Health WeChat Public Number

With the development of the social economy and the improvement of the peopleundefineds living standard,the public health has become an important feature of the countryundefineds prosperity and prosperity.In 2015,the government has clearly stated the "To Create a Healthy China";in 2016,the Central Committee of the Communist Party of China and the State Council issued the Plan for the Planning of the "Healthy China" 2030;in 2017,The implementation of the "Health China" strategy was written into the Partyundefineds nineteen-grand report.The above-mentioned measures adopted by the State embody the new expectation that the more and more people start to pay attention to and attach importance to the health problems,and the healthy transmission gradually becomes a hot spot of concern.With the development of new social media represented by WeChat,Health WeChat official account appears as a new way of health communication,which satisfies peopleundefineds need and desire for health information,and gradually becomes the main channel of health information dissemination.In order to tap the information dissemination potential of health WeChat official accounts and improve the construction of WeChat public platform for health communication,this paper takes 12 health WeChat official accounts represented by traditional media,medical institutions,Internet and grass roots as examples.Taking the articles sent by WeChat official account from October 1,2018 to December 31,2018 as research samples,and combining with the relevant questionnaire data,this paper clarifies the communication strategy and communication effect of health WeChat official accounts,and analyzes the main problems it faces.Combined with the relevant theory and research,some specific optimization strategies are designed.The full text consists of five parts.The first part is the introduction,mainly discusses the background and significance of the topic,combined with the relevant research review of the research framework,put forward the research methods and the innovation of this paper.The second part is the outline of the WeChat official account of Health Communication and Health.Firstly,the concept of health communication is defined and the development process of health communication in the media age is explained.Then,the research of health WeChat official account is carried out from three aspects: concept definition,communication characteristics and communication value.The third part is the research on the communication strategy of the health WeChat official account.According to the article content pushed by Health WeChat official account,this paper analyzes the communication strategy of Health WeChat official account from four dimensions: communication subject,communication content,communication channel and audience.The fourth part is the empirical investigation of the spread effect of health WeChat official accounts.Through the questionnaire,based on the mode of knowledge,faith and action,this paper investigates the usersundefined reading feedback on the articles published by the health WeChat official account,and probes into the spread effect of the healthy WeChat official account,so as to analyze the shortcomings in the health communication of WeChat.The fifth part of the health WeChat official account for the dissemination of inspiration and suggestions,in the previous research analysis and conclusions to further summarize and point out specific suggestions.In this paper,four methods of literature research,content analysis,case analysis and questionnaire are used in this paper,and the related theories and survey data are combined to sum up the advantages and disadvantages of the health-like WeChat public numbers.So as to provide the experience for the effective application of the health-like WeChat public number in the healthy transmission.