【作者】 沈婷；

【导师】 方玲玲；

【作者基本信息】 浙江大学 ， 新闻与传播（专业学位）， 2020， 硕士

【副题名】金地恬园路项目品牌传播策划案

【摘要】 随着品牌传播逐渐成为房地产行业吸引客户、树立正面形象的一大重要路径,金地集团东南区域正积极创新品牌传播模式,希望率先通过代表项目的打造来为“因诚而美”品牌价值理念的贯彻落实提供样本。在这一契机下,金地嘉兴恬园路项目因其拿地时机、地理位置、产品系列、项目价值等等因素,顺理成章地成为“因诚而美”品牌理念落地的试点项目。本方案通过问卷调查、实地调研、深度访谈等方法,结合“整合品牌传播”(IBC)理论,对金地东南品牌和恬园路项目品牌进行综合研判,结合恬园路项目的竞品分析、用户分析,建构起完整的项目核心价值体系,并从推广策略、展示策略、活动计划三个角度出发对项目进行整体的品牌传播方案设计。最后,本文对恬园路项目进行费用预算、效果评估、方案总结、创新与不足分析。在房地产住宅项目的实际运作过程中,将子项目的价值和企业母品牌价值紧密衔接,将“整合品牌传播”理论运用到解决房地产项目品牌传播问题的实践中去,设计了科学系统的恬园路项目品牌传播方案,既推动了该子项目的有效营销推广,也为金地东南区域落实“因诚而美”品牌理念提供了实际样本,以项目落实企业品牌理念,以品牌理念统领具体项目。更多还原

【Abstract】 With the brand communication gradually becoming an important path for the real estate industry to attract customers and establish a positive image,the southeast region of Gemdale group is actively innovating the brand communication mode,hoping to take the lead in providing samples for the implementation of the brand value concept of "Beauty through sincerity" through the creation of representative projects.Under this opportunity,because of its land acquisition opportunity,geographical location,product series,project value and other factors,Gemdale Jiaxing Tianyuan road project has naturally become a pilot project for the implementation of the brand concept of "Beauty through sincerity".Through questionnaire survey,field research,in-depth interview and other methods,combined with the theory of "integrated brand communication"(IBC),this project comprehensively studies and judges the southeast brands of Gemdale and Tianyuan road project brands,and constructs a complete core value system of the project based on the competitive product analysis and user analysis of Tianyuan road project,and starts from the promotion strategy,display strategy and activity plan carry out overall brand communication scheme design for the project.At last,this paper analyzes the cost budget,effect evaluation,scheme summary,innovation and deficiency of Tianyuan road project.In the actual operation process of the real estate residential project,the value of the subproject is closely linked with the value of the enterprise’s parent brand,and the theory of"integrated brand communication" is applied to the practice of solving the problem of brand communication of the real estate project.A scientific and systematic brand communication scheme of Tianyuan road project is designed,which not only promotes the effective marketing and promotion of the subproject,but also promotes the southeast area of Gemdale domain implementation of the brand concept of "Beauty through sincerity" provides a practical sample,to implement the corporate brand concept with the project,and to guide the specific project with the brand concept.更多还原