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1、走進(jìn)一個(gè)溫暖的品質(zhì)世界。金茂品牌重塑PART-1“中國金茂” 品牌診斷China Jinmao brand diagnosisPART-11.回歸生意格局，看金茂品牌認(rèn)知CHINA JINMAO1. Regression businesspattern, see Jinmao brand awareness比規(guī)模：中國房企銷售額排名CHINA JINMAOThe ratio of the scale:Chinese housing prices sales rankings1000億500億300億CHINA JINMAO中國金茂在企業(yè)規(guī)模上無優(yōu)勢以303億排名27位（2015年數(shù)據(jù)）第一梯隊(duì)2、第二梯隊(duì)第三梯隊(duì)CHINA JINMAO比基礎(chǔ)格局：塔尖中端低端2. than the base pattern:Spire | mid | low-endCHINA JINMAO頂層中端低端Than the base pattern:Spire | mid | low-end中國金茂的基礎(chǔ)生意格局位于塔尖，競爭優(yōu)勢明顯品牌的生意格局做什么事？掙誰的錢？CHINA JINMAOCHINA JINMAO一座萬達(dá)廣場，一個(gè)城市中心A Wanda Plaza, a city center王健林CHINA JINMAO商務(wù)豪宅締造者Business founders mansion沈國軍CHINA J3、INMAO國際都會(huì)形象表達(dá)式Jinmao spire has the advantage, but the brand influence is not obvious小結(jié)2.活化品牌要形成價(jià)值閉環(huán)3. Brand ActivationTo form a closed-loop valueCHINA JINMAOCHINA JINMAO人品牌資本市場產(chǎn)品CHINA JINMAO戰(zhàn)略清晰：雙輪雙翼綠金品質(zhì)運(yùn)營城市新核心一線品牌占位/可持續(xù)發(fā)展戰(zhàn)略雙輪：開發(fā)持有 雙翼：金融服務(wù)CHINA JINMAO目標(biāo)清晰：可持續(xù)發(fā)展的百年央企CHINA JINMAO中國金茂品牌slogan釋放城市未來生命力CHINA JINMAO金茂品牌的表達(dá)式過于理性，缺少人文視覺CHINA JINMAO應(yīng)該回歸到人文關(guān)懷看夢想創(chuàng)造鮮活的夢價(jià)比品牌，實(shí)現(xiàn)價(jià)值共享CHINA JINMAO3.激活品牌夢想，精造一個(gè)生態(tài)平臺