杭州万科《产品与服务主张》白皮书全媒体传播方案

发布时间：2017-12-28 21:20

本文关键词：杭州万科《产品与服务主张》白皮书全媒体传播方案　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：《产品与服务主张》是杭州万科于2016年7月推出的一本白皮书,它总结了杭州万科在好房子、好服务、好社区方面的经验与做法,是杭州万科价值观的集中体现。杭州万科营销中心品牌部对白皮书进行了一系列的传播活动,希望通过对白皮书的传播提高杭州万科的品牌知名度与美誉度,同时建立杭州万科内部自我规范。2016年7月,我有幸进入杭州万科营销中心品牌部实习。《产品与服务主张》白皮书的全媒体传播活动由杭州万科品牌部策划并落地执行,是当时杭州万科品牌部的核心工作。全媒体传播活动分为前期"22条军规"预热传播,中期白皮书发布会、媒体沙龙、"杭万分答"微信问答活动、产品合伙人计划,以及后期姊妹篇《三好进化论》传播。通过这一系列的传播活动,杭州万科基本达到了预期的传播效果。在实习的2个月期间,我全程参与了《产品与服务主张》白皮书全媒体传播的构思、策划与执行,从白皮书发布会到产品日沙龙,再到微信推文的策划等等,我都参与其中。我的毕业设计基于在杭州万科的实习经历,对我参与的白皮书全媒体传播方案进行了总结归纳,从绪论、前期分析与调查、方案设计以及效果评估四个方面展现毕业设计的整个过程。希望我的毕业设计能给其他房地产传播活动起到一定的借鉴作用。
[Abstract]:The product and service proposition is a white paper launched by Hangzhou Vanke in July 2016. It summarizes the experience and practice of Hangzhou Vanke in good house, good service and good community. It is a concentrated expression of Hangzhou Vanke's values. Hangzhou Vanke marketing center brand department carried out a series of activities on the white paper, hoping to enhance the brand awareness and reputation of Hangzhou Vanke through the spread of the white paper, and establish the internal self-regulation of Hangzhou Vanke. In July 2016, I was fortunate to enter the Hangzhou Wanke marketing center brand department practice. The all media communication activities of the white paper of product and service advocate is planned and implemented by Hangzhou Vanke brand department. It is the core work of the Vanke brand Department of Hangzhou. All media activities are divided into "22 rules" pre preheating spread, mid white paper conference and media salon, "Hangzhou was a" WeChat quiz, product partner program, and later companion "three evolution" spread. Through this series of communication activities, Hangzhou Vanke has basically achieved the expected effect of communication. During the 2 months of my internship, I participated in the concept, planning and implementation of the all media communication in the product and service proposition. I participated in the press conference from the white paper to the product salon, and then to the planning of WeChat's tweets. My graduation project is based on the practice experience of Vanke in Hangzhou. I summarized the whole media communication plan I participated in, and introduced the whole process of graduation design from four aspects: introduction, pre analysis and survey, scheme design and effect evaluation. I hope my graduation design can play a certain reference to other real estate dissemination activities.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;G206

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