基于SWOT分析的融媒时代医院报刊的发展策略

摘要

目的:寻求离媒体融合时代背景下, 医院报刊的发展路径.方法:基于SWOT理论, 以徐州市某三甲医院为例, 运用文献研究、文本分析、比较分析、参与式观察、访谈等方法, 分析融媒时代医院报刊发展的内部优势和劣势, 外部机会和挑战.结果:生成融媒时代医院报刊发展SWOT分析表.结论:医院报刊融合发展策略, 应包括深耕"纸媒"内容, 顺应融合大潮;强化融媒优势, 紧扣受众需求;整合办报资源, 提升整体实力;加强融媒监管, 推进制度改革.%Objective:Under the background of the era of media convergence, to find a way out of the hospital press. Method:Based on the SWOT theory, as well as literature research, text analysis, comparative analysis, participatory observation and interview, this paper takes a first-class hospital in Xuzhou as an example and analyzes the internal advantages and disadvantages, external opportunities and challenges in the development of the newspaper and periodicals in hospitals in the era of media convergence. Results:A SWOT analysis table for the development of hospital newspaper in the era of media convergence is established. Conclusion:To explore the development strategy of hospital newspaper integration, including deeply cultivating the content of"paper media"and adapting to the integration tide;strengthening the advantages of media convergence and closely following the needs of the audience;integrating the resources of newspapers and periodicals, and improving the overall strength;strengthening the supervision of media convergence and promoting the system reform.