A Research On Scenario Of Health Communication Application In The Era Of Mobile Internet

The continuous development of the Internet ecology and the increasing progress of mobile terminal technology have merged the Internet with traditional offline medical health communication and other behaviors.Health communication apps have become an important window for the public to obtain health information in the mobile Internet era,and it is also an important medium channel to help achieve the goal of healthy Chinese.Health communication apps play an irreplaceable role in health communication practices due to their low threshold in use,convenience of use,and diversified functional experiences.With the increasingly perfect and continuous improvement of the platform,it has gradually become an important platform for modern health communicationAt present,health communication apps have strong momentum and fierce competition,Product development and upgrade based on scenarios have gradually become an important market competition strategy for online health communication platforms to seek breakthroughs and open up the market.On the one hand,the trend of scene-based health communication apps has extended the boundaries of scenes and promoted the integration of new scenes;on the other hand,it has derived new behaviors,expanded the channels for people to obtain information under technological empowerment,and updated the access for people to get health informationThis article selects the domestic health communication apps as the main research object,takes "scene theory" as the main research theory,adopts the case study method,the network ethnography and so on research method,carries on the research to the health communication apps scene practice production background,the concrete performance and the practice value and so on question.Firstly,by tracing back to the rise and development of online health communication apps,the background and main reasons for the development of scenario-based development are analyzed.It is clear that the evolution process of domestic health communication app scenarios is mainly divided into three stages,and the evolution process is actually affected and promoted by five key elements technology level,humanity demand level,industry level,policy level,and economic level.Secondly,from the perspective of scenario construction,analyze the subdivided characteristics of the health communication apps's scenarioization,and analyze the characteristics of audience needs.Thirdly,the in-depth analysis of the practical value of health communication apps with the help of scenarios,on the one hand,is precision marketing,and on the other hand,it promotes the improvement of health communication effects.Fourthly,the author analyzes the case app Ping an good doctor from two aspects:the concrete expression form of scene construction and the result of scene fusion.Finally,from the four aspects of content and data,commercial operation mode,social mechanism and social value,and the construction of healthy Chinese system,this paper reflects on and examines the scene-based practice of health communication apps,in order to reveal the business motivation and social impact behind the scene-based health communication.