The Omnimedia Communication Plan Of Hangzhou Vanke "Proposition Of Product And Service"

"Proposition of Product and Service" is a white paper that Hangzhou vanke launched in July 2016.It summarizes Hangzhou vanke's experience and practices in house,community and service.It is a reflect of Hangzhou vanke's values.The brand department of Hangzhou vanke marketing center carried out a series of spread activities on the white paper,aiming to improve the brand awareness and reputation of Hangzhou vanke,and Establish internal self-regulation.In July 2016,I was lucky to be an intern at the brand department of vanke marketing center in Hangzhou.The omnimedia communication of "Proposition of Product and Service" was planned and executed by the Hangzhou vanke brand department,which is the core work of the Hangzhou vanke brand department.The omnimedia communication is made up of 3 steps,which is the early spread,the middle spread and the late spread.Through this series of communication activities,the Hangzhou vanke has basically achieved the expected communication effect.During the 2-month internship,I was involved in the idea,planning and execution of the omnimedia communication of "Proposition of Product and Servicet".My graduation project is based on my internship experience in Hangzhou vanke.I summarize the plan of the omnimedia communication,which is presented from the introduction,the analysis and investigation,the project design and the effect evaluation.I hope my graduation project will serve as a reference for other communication activities of real estate.