社交媒體時代企業家個人品牌塑造和傳播 —以半山半島房地產集團為例

Abstract

2017年9月25日，在世界處於新變局以及我國改革開放40周年的歷史時刻，中央首次以專門檔明確企業家精神的地位和價值，是一項具有重要意義的明智之舉、有為之舉。企業家個人品牌作為企業家精神的傳播載體，對內而言，有利於引導並矯正社會預期，增強企業家信心，推動中國的改革和經濟可持續發展；對外而言，有利於提升中國企業家的國際人文素質和中國企業家在外的知名度，為擔當世界經濟大國重任做好充分的準備。 筆者從學習、研究經典文獻起步，結合企業家個人品牌的最新研究，即注意力經濟、依戀情感機制等都是企業家通過社交媒體和消費者直接互動產生的新經濟狀態。從借鑒現實案例切入，並從中國經濟發展的現實需求思考：今天的中國需要怎樣的企業家個人品牌？肩負社會責任、恪守文明準則、遵守商業道德、積極主動和自我約束是當代企業家個人品牌塑造和傳播的關鍵要素。 筆者從可操作性角度為重點，嘗試建立在社會化媒體的時代，以企業家精神弘揚為基本內核，以品牌管理和傳播為手段，建立創新的企業家個人品牌的模型和評估體系。將認知和工具的結合，然後以半山半島房地產集團企業家個人品牌為例，探討該模型和評價體系如何落地。 本次的研究尚屬初步嘗試，只是一個起步，期待以此為基礎，在日後的工作、學習實踐中，不斷深化，期待為中國企業家精神的弘揚貢獻自己的綿薄之力。

On September 25, 2017, for the first time, the central government set out the status and value of the entrepreneurial spirit in a special document. For the important historical node in which the 'new changes' and '40 years of reform and opening up' Item is of great significance to the wise move and promising action. Entrepreneur's personal brand as the carrier of entrepreneurial spirit, is conducive to guide and correct social expectations, enhance entrepreneur confidence, promote China's reform and economic sustainable development; outside is conducive to improving the international quality of Chinese entrepreneurs and The world's recognition of Chinese entrepreneurs, to do a excellent preparation for serving as the world's economic power country. The author, from learning and studying the classical literature as a starter, combing with the latest research of entrepreneurial personal brand, that is, attention to the economy, attachment emotional mechanisms are all entrepreneurs through social media and consumers directly interact with the new economic situation. Researching from the reality of the case and rethinking from the reality of China's economic development needs: What kind of entrepreneurial personal brand is sustainable in today’s China society? The answer is the property of social responsibility, adherence to the norms of civilization, to comply with business ethics, proactive and self-restraint is the key elements of contemporary entrepreneurs to shape and spread personal brand. From the point of view of operability, the author tries to build the model and evaluation system of entrepreneurial individual brand with the spirit of entrepreneurial spirit as the basic core, brand management and communication as the means. It is a combination of tradition and modernity. And then to Peninsula real estate group entrepreneur personal brand as an example, to explore the model and evaluation system how to practice in action. This study is still a preliminary attempt which’s just a starting point. Looking forward to keep continuing to deepen this study from the basis to the principle in the future, and hoping the spirit of the Chinese entrepreneurs could to promote as an excellent example.