A Study on Public Relation Activation Plan through Hospital Homepage Contents Analysis
A Study on Public Relation Activation Plan through Hospital Homepage Contents Analysis
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基于医院主页内容分析的公共关系激活方案研究
DOI：
10.12811/kshsm.2012.6.3.013
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发表时间：
2012
影响因子：
1.7
通讯作者：
Sangyoon Ahn
中科院分区：
文献类型：
--
作者：
Jin;Sangyoon Ahn
本研究旨在通过对医院主页内容的分析，找出内容的效果，找出推广的发展途径，有助于提高人们对医疗机构的期望值和使用意愿，提高对医疗机构主页的顾客满意度。本研究运用频数分析、交叉分析、t检验相关分析、多元回归分析等方法，得出结论。根据研究结果，由于大学医院主页的内容多于综合医院和国家公立医院的主页，大学医院主页为访问者提供了足够的信息，并试图利用主页内容来满足客户和激活医院宣传。相反，综合医院和国家、公立医院的主页内容不足，没有提供充分的独特和差异化的内容。在此基础上，进一步研究完善综合医院和公立医院主页内容的途径，将有助于通过提高平均访问量和页面浏览量来激活医院的宣传。此外，还要求全力做好系统的管理和运营，研究利用主页内容进行推广。
This study aimed to identify the effects of contents, to find out the development approaches of promotion and contribute to increase the expectation on medical institutions and wills to use and improve the customer satisfaction on homepages of such medical institutions by analysis on the contents of hospital homepage. This research performed the frequency analysis, cross analysis, t-test correlation analysis, and multiple regression analysis and came to the conclusion. In accordance with the research results, since the university hospital homepages had more contents than the homepage of general hospitals and national and public hospitals, the university hospital homepage provided sufficient information to visitors and tried to satisfy the customers and activate the hospital promotion using the homepage contents. On the contrary, the homepage of general hospitals and national and public hospitals had insufficient contents and unique and differentiated contents were not sufficiently provided. On the basis of the results of this study, further study on the approaches to improve the contents of homepage of general hospitals and national and public hospitals will be of great help to activate the hospital promotion by increasing the average number of visitors and page views. Furthermore, it is required to make every endeavor for systematic management and operation and research on promotion using the homepage contents.