中医药资讯微信公众号传播概况研究

Research on the Current Situation of Chinese Medicine Information on WeChat Official Accounts

目的:了解中医药资讯微信公众号传播现状,为以微信公众号为代表的新媒体上中医药资讯传播提出建议与意见。方法:采用实证分析法对微信公众号的传播力、活跃性、原创性、内容等进行统计,分析传播效果。结果:医院类和公司类中医药机构成为中医公众号主力;药企、媒体、公司类微信账号运营较好。结论:中医公众号发展存在地域不均衡性,中医药资讯传播主体多元化,信息把关人存在缺失。

Objective:To understand the current situation of Chinese medicine information on WeChat official accounts,and to make suggestions for the new media represented by the Wechat.Methods:This paper uses the empirical analysis to analyze the communication force,activity,originality and content of the Wechat,and analyzes the communication effect.Resuhs:The hospital and the company's traditional Chinese medicine institu- tions become the main WeChat official accounts of traditional Chinese medicine.WeChat official accounts are operated better by pharmaceutical companies,media and other companies.Conclusion:There is regional imbalance in the development of TCM WeChat official accounts.The main body of information dissemination of TCM is diversified,and the information gatekeeper is absent.