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共享经济将社会海量、分散的资源进行整合、复用和供需匹配,从而实现经济和社会价值创新的新形态,并连续两年被写入政府工作报告。在政府政策的支持下,中国共享经济得到迅速发展。国家信息中心与中国互联网协会分享经济工作委员会联合发布的《中国分享经济发展报告2017》显示,2016年我国共享经济市场交易额约为34520亿元,比上年增长103%。与此同时,共享经济两大代表企业Uber和Airbnb发展日渐成熟,而在中国,先后崛起的不只有滴滴打车、快的打车、木鸟短租、住百家等,后又有进军餐饮、零售业、医疗教育等行业,阿姨帮、闲鱼等成为后起之秀。不可否认,共享经济下的企业真正地在燃烧,与此同时,也为各大品牌带来了全新的机遇和挑战。本期品质沙龙活动以“共享经济下的品牌传播”为讨论主题,对“共享经济给品牌带来的发展机遇”、“共享经济下品牌传播需要警惕的危机”等问题展开深入交流。本期沙龙的特邀嘉宾主持是危机管理专家曹志新,对话嘉宾分别是嘉利智联营销顾问机构董事、合伙人王世永,爱创营销与传播集团副总裁梁广雄,美通互动广告传媒股份有限公司品牌策略官刘维洁,财经作家、产业经济研究者张小平,以及公关界的007创始人、主笔李皇孜。
Sharing economy will social massive, scattered resources for integration, reuse and supply and demand matching, so as to achieve economic and social value innovation of new forms, and for two consecutive years was included in the government work report. With the support of government policies, China’s economy has enjoyed rapid development. The “China’s Sharing Economic Development Report 2017” jointly released by the State Information Center and the Economic Commission of China sharing the work of the Internet Society of China shows that the trading volume of China’s shared economy in 2016 was about 3,454.0 billion yuan, an increase of 103% over the previous year. At the same time, the two major representatives of the shared economy, Uber and Airbnb, have become increasingly mature. In China, they have risen up and down into cities such as the taxi, fast taxi, short-rent wooden board, Retail, medical education and other industries, aunt help, leisure fish become a rising star. Admittedly, the enterprises in the shared economy are really burning, meanwhile, they also bring brand new opportunities and challenges to major brands. This issue of Quality Salon is based on the theme of “Brand Communication in a Shared Economy”, “Development Opportunities brought by Sharing Economy to Brands”, “Crisis of Braking in Brand Communication under Shared Economy” and other issues Expand in-depth exchanges. Special guest of the salon is chaired by Cao Zhixin, an expert in crisis management. The guests on the forum are respectively the director and partner of Jiali Zhilian Marketing Consultant Co., Ltd. Wang Shiyong, the vice president of Aic Marketing and Communication Group Liang Guangxiong, the brand of Meitong Interactive Media Co., Ltd. Strategist Liu Weijie, financial writer, industrial economist Zhang Xiaoping, and the public relations industry’s 007 founder, chief editor Li Huangzi.