摘要：本次毕业设计是为通辽市蒙医整骨医院的品牌形象塑造以及传播推广所撰写的品牌整合传播策划。

通蒙医院位于科尔沁地区，是一家以蒙医正骨手法为特色的三级甲等专科医院。通过对医院的实际考察和发放问卷，收集了需要的前期资料，在对调研资料整理分析后发现，医院的主要目标消费群体在选择医院时，主要看中的是医院的品牌和口碑以及治疗特色，希望进行得到最有效和有针对性的的治疗。

在和医院相关人士沟通和对官网研究，我们发现通蒙医院缺乏清晰准确的品牌形象定位，不利于消费者记忆，很难达到传递品牌文化和理念的作用，因此对医院有品牌忠诚度和了解度的消费者稀少。

我们将通过调研后为医院塑造一个新的品牌形象，将其打造成一个“千年传承、不忘初心”的医院。根据医院发展现状、未来规划及市场前景制定传播策略，利用新媒体为主，传统媒体和线下活动为辅，全方位进行品牌形象推广，树立品牌形象，形成良好的口碑效应，提升知名度和美誉度，实现最终目标。

关键词：蒙医；蒙药；品牌形象；整合营销传播

Tongliao Mongolian Osteopathic Hospital Integrated Brand Communication Planning

Abstract：This graduation is aimed at the brand image building and branding spread of tongliao Mongolian medicine hospital.

Tongmeng hospital is located in the area of Khorchin, and it is a three-stage specialist hospital。 Tongmeng hospital is featured on bone-setting manipulations  of

Mongolian medicine. Through the actual investigation and the hand out of the questionnaire in the hospital, we collect the early stage of the data we need. after the analysis of survey data,we find that the decision of the main target consumption group depends on Brand reputation clinical treatment features when choosing hospital.They hope to get the most effective and targeted therapy.

In communication with the relevant people in hospital and the research on the website, we found that Tongmeng hospital is short of clear and accurate brand image setting ,this problem against the memory of the consumer .It is difficult to achieve the role of characteristic and the enterprise culture,it leads to the consequence that the brand loyalty and the degree of understanding of the hospital is low.

We will build a new brand image for the hospital after the research, we conduct the brand image design, it caused a "Millennium heritage，keep the faith" .According

to hospital present development situation, future planning, and market prospect ,we will write planning programs. Take advantage of new media, partially based on traditional media and offline activities.We can  help  brands  with  brand  image setting ,ad campaign production and posting service.In such a way that established strong feelings and reaction and a favorable view towards the company as a whole.

Key Words: Mongolian medicine;    Mongolian;    Integration of transmission

目 录

摘要 3

Abstract 4

目录 6

第一部分 选题简介与创作情况说明 8

一、毕业设计项目介绍 9

二、项目运作思路 10

第二部分 通蒙医院形象策划前期调查分析 12

一、医院基本情况介绍 13

二、品牌形象现状分析