emba讀書會8月--我的專案有品牌
TRANSCRIPT
我的專案有品牌每個專案領導人都該學會的功課
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
在變化快速的時代
除了傳統的專案管理技巧之外
專案領導人還需要學習品牌的策略
讓你的專案引起足夠的共鳴,激發大家採取行動
前言
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
影響專案形象的四大元素
策略上的重要性
1. 與經紀人員業績有直接關係的專案較能吸引更高的關注
2. 找到專案策略的重要性
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
影響專案形象的四大元素
專案負責人的聲譽
1. 人對了,就成功一半
2. 經紀人員會搶著和廣受尊敬的領導者合作
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
影響專案形象的四大元素
專案的可行性
1. 公司指派的專案看起來成功機率低,大家會迴避
2. 經紀人員會在專案推行前四處打聽可行性有多高
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
影響專案形象的四大元素
客戶的質與量
1. 當專案與客戶合作愉快時,那麼大家就會想向專案靠攏
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
1.提案
2.規劃
3.宣告
4.表現
5.收尾
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
1.提案
1. 提案是否成功將會決定團隊對此專案的第一印象
2. 解答為什麼這個專案很重要:將好處說出來
3. 讓專案工作本身與結果都具有相當的吸引力
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
2.規劃
1. 必須開誠布公創造正面形象,同時建立信心
2. 公開透明的確認目標、代辦事項、時程、指派工作
3. 黑箱作業可能讓反對者與無法參與的人心生不滿
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
3.宣告
1. 可透過精心規劃所達到的高潮
2. 宣告讓公司的人對此專案產生正面的看法與期待
3. 每個專案都許要一個正式且引人注意的開始
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
4.表現
1. 在專案推出後,應持續對外溝通專案的進度
2. 專案品牌將在此得到增強或減弱
3. 開會報告專案透明度、階段性目標的達成率
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
4.表現
1. 在專案推出後,應持續對外溝通專案的進度
2. 專案品牌將在此得到增強或減弱
3. 開會報告專案透明度、階段性目標的達成率
4. 隱瞞實情可能會帶來員工的猜疑與不利的流言
Each ERA® Office is Independently Owned and
OperatedExcept Offices Owned and Operated by NRT
Incorporated
塑造專案品牌的五個步驟
5.收尾
1. 收尾是專案的最高潮,可能凝聚、強化或削弱前面幾個階段塑造出來的品牌
2. 向值得嘉許的人致敬
3. 明確正式的畫下句點
結尾
Each ERA® Office is Independently Owned and Operated
Except Offices Owned and Operated by NRT Incorporated
企業的每個專案都有一個內部品牌,品牌的聲譽與地位將決定這個專案能得到多少支持。
專案品牌的強弱,將取決於專案的吸引力,例如策略的重要性、可行性高低、專案負責人的聲譽。
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