CBRE成都公司品牌传播策略研究

发布时间：2018-06-05 07:17

本文选题：地产服务商 + 品牌营销　；参考：《西南财经大学》2008年硕士论文

【摘要】： CBRE公司是一家专业从事房地产服务的国际公司,已具有270年的历史。在进入中国市场的前后二十年时间内,CBRE在大陆陆续成立了十一家分公司。CBRE结合了当地市场智慧和全球及地区网络的综合优势,为房地产开发商提供包括研究分析、策略顾问、物业估值、买卖与租赁、投资、物业与资产管理等服务。 CBRE成都分公司于2006年成立,目标是借助公司的品牌优势和全球资源,开拓西南地区市场,保持业务发展势头,稳固其在地产服务行业的领军地位。但由于公司成立时间尚短,西部地区开发商对品牌地产服务商的增值价值认可度不高,品牌意识不强,了解程度也有限。因此,在业务竞争中,CBRE公司的品牌优势并不明显。从内部环境说,公司尽管有明确的品牌定位、核心价值观和品牌标识,但经过客户品牌价值调查表明,CBRE成都公司的品牌竞争优势不明显,品牌知名度有限,品牌价值并没有体现出其行业领导者的行业地位,导致客户对公司的品牌认可度不高,忠诚度不够,客户、政府等公关关系未得到有效优化。媒体传播对品牌知名度和竞争优势的提高、价值的塑造能起到重要作用。因为媒体是树立品牌形象最重要的媒介。建立良好的媒介关系,根据公司品牌形象需求,制定合理的媒体传播策略,可以增强社会各界、客户对企业的了解、支持和理解,以便形成对公司有利的舆论氛围,增强企业品牌形象对客户的影响力。因此,本文就CBRE的成都公司媒体传播现状进行了分析,在此基础上,结合品牌营销传播的相关知识,并借鉴其他行业企业优秀的传播策略案例,提出了CBRE成都公司品牌营销的媒体传播策略建议,用于改进媒体传播工作,更加高效地利用资源,达到品牌营销宣传目的。建议主要包括:新闻策划建议、媒体公关关系维护建议、媒体传播组合计划及预算和公关培训计划。一、新闻策划建议分为非常时期非常策划、增加市场研究报告的新闻价值、善于借力借势三个方面展开论述,旨在通过强势的新闻报道策划,通过合理配置与运用新闻资源,对新闻业务活动进行有创意的谋划和设计,给大众留下美好的感觉和深刻的品牌印象。二、媒体公关关系维护建议: 主要包括增强媒体互动,提高自身修养、及时跟踪和反馈、建立媒体关系情感渠道。目的是优化在媒体传播过程中因为媒体的个人因素的影响力,让公司的品牌价值在传播过程、传播结果中得以完美体现。三、媒体传播组合计划建议及预算: 在合理预算的状况下制定出新的媒体传播组合计划。此计划是参考以前实施的媒体传播组合,根据公司的有限资源,对今年的媒体传播工作进行的更优化、更合理的策划。详见本文4.3节。四、公关关系培训计划培训计划共三部分内容,主要集中在媒体新闻策划流程与方法;媒体与客户、专业第三方的沟通原则及方法;如何获取媒体注意、有效扩大媒体正面影响力、成都媒体地产新闻运作特点等方面展开。培训对象为CBRE成都公司管理层和相关媒体工作人员,目的是增强媒体需求应对能力,公关活动策划执行能力。本文研究思路如下图所示: 相信,通过本文的研究,不仅可以有效改善成都公司品牌传播现状,达到企业的品牌宣传目标,也对CBRE公司其他分公司的品牌传播工作,提高当地的品牌竞争力有一定的借鉴意义。
[Abstract]:CBRE is a professional international company engaged in real estate services and has a history of 270 years . CBRE has established a dozen branches on the mainland within two decades before and after entering the Chinese market . CBRE combines local market intelligence and the comprehensive advantages of global and regional networks to provide real estate developers with services such as research and analysis , strategic advisers , property valuation , sales and lease , investment , property and asset management .

CBRE Chengdu Branch was established in 2006 with the aim of exploiting the company ' s brand and global resources , opening up the market in Southwest China , maintaining the momentum of business development and stabilizing its position in the real estate service industry .

Media communication plays an important role in the improvement of brand awareness and competitive advantage . Because the media is the most important medium to establish brand image , the media is the most important medium to establish brand image . According to the company ' s brand image requirement , a reasonable media communication strategy can be established , so as to enhance the understanding , support and understanding of the enterprise , so as to form the favorable public opinion atmosphere for the company and enhance the influence of the brand image of the enterprise to the customer .

Therefore , this paper analyzes the status quo of the media communication in Chengdu Company of CBRE . Based on this , this paper puts forward the media communication strategy suggestion of CBRE Chengdu Co . , Ltd . , which is used to improve the media communication , to make use of resources more efficiently and to achieve the purpose of brand marketing communication .

The proposal mainly includes : news planning suggestion , media public relation maintenance suggestion , media communication combination plan and budget and public relations training program .

I . Recommendations for news planning

It is divided into three aspects : very planning , increasing the news value of market research report , and making use of the three aspects of borrowing power . The purpose of this paper is to design and apply the news resources reasonably , through rational allocation and use of news resources , to make creative design and design to the public information business activities , and to leave a good feeling and a deep brand image to the public .

II . Suggestions on maintenance of media relations relations :

The aim is to optimize the influence of the personal factors of the media in the process of media dissemination , so that the brand value of the company can be perfectly reflected in the dissemination process and the dissemination result .

III . Recommendations and budgets of the media transmission combination plan :

Create a new media portfolio plan with a reasonable budget . This is a more streamlined and more reasonable plan for this year ' s media dissemination , based on the company ' s limited resources , based on a combination of previously implemented media communications . For details , see Section 4.3 .

IV . Training Plan for Public Relations Relations

Three parts of the training plan are mainly focused on the media news planning process and method , the communication principles and methods of the media and customers , professional third parties , how to get the media attention , effectively expand the influence of the media front , the characteristics of the news operation of Chengdu media real estate , etc . The training object is CBRE Chengdu Company ' s management and relevant media staff , aiming at enhancing the media demand response capacity and the planning execution capability of public relations activities .

The thinking of this paper is shown in the following figure :

It is believed that , through the research in this paper , not only can the brand communication situation of Chengdu company be effectively improved , the brand communication target of the enterprise is reached , the brand communication work of other branches of CBRE company is also made , and the local brand competitiveness can be improved .
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274;F293.3

【共引文献】