Résumé
The new media communication mode is characterized by personalization, instantization, liberalization, virus transmission and interactiveness. Changes in the way of new media communication have led to changes in hospital reputation in terms of improving effect, formation mode, maintenance approach, and hospital-public relations. At the same time, there are also serious crisis of trust, weak management, crisis at any time and severe lemon effect. Give full play to the advantages of new media and improve the comprehensive strength of hospital reputation;In the new media as the carrier, building reputation management chain, strengthening the relationship between stakeholder management, strengthening the management of hospital reputation promotion, new media public opinion monitoring and establishing dynamic hospital reputation crisis management mechanism will likely become the optimizing strategy to make up the above deficiencies and the chief way for the hospital culture construction and promotion in the future.