Examination of the Communication Strategy Based on Company Straplines: A Case Study of German Construction Companies

IF 1.8 Q3 MANAGEMENT

Construction Economics and Building Pub Date : 2022-11-29 DOI:10.5130/ajceb.v22i4.8078

P. Schnell

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引用次数: 1

Abstract

A target group-oriented communication strategy is decisively responsible for a company's success. Consequently, addressing the potential target group in all communication sectors could enable a valuable competitive advantage. To verify if companies within the German construction industry follow this theory, a study was conducted. In this study, the communication strategy of the 50 largest German construction companies was examined, based on their company straplines. The following article presents the results. As a research method, both a content analysis was conducted and the basic principles of the "Zurich Model of Social Motivation" of psychologist Norbert Bischof and the archetype theory based on Carl Gustav Jung were applied. The current challenges in the construction industry require a high focus on customer-centricity and collaboration. The study revealed that most of the analysed company straplines are addressed rather to the competitors than to the customers and partners. As a result, the straplines should be rethought and adapted to the customers' needs and current market requirements.

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基于公司原则的沟通策略研究——以德国建筑公司为例

以目标群体为导向的沟通策略对公司的成功起着决定性的作用。因此，针对所有通信部门的潜在目标群体可以获得宝贵的竞争优势。为了验证德国建筑行业的公司是否遵循这一理论，进行了一项研究。在这项研究中，研究了德国50家最大的建筑公司的沟通策略，基于他们的公司皮带。下面的文章介绍了结果。在研究方法上，运用了心理学家Norbert Bischof的“苏黎世社会动机模型”的基本原理和荣格的原型理论，进行了内容分析。当前建筑行业的挑战需要高度关注以客户为中心和协作。研究表明，大多数被分析的公司标语是针对竞争对手而不是客户和合作伙伴的。因此，应该重新考虑并适应客户的需求和当前的市场需求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Construction Economics and Building MANAGEMENT-

CiteScore

3.80

自引率

6.20%

发文量

审稿时长

20 weeks

期刊介绍： Construction Economics and Building (formerly known as the Australasian Journal of Construction Economics and Building [AJCEB]) is a peer reviewed, open access publication for original research into all aspects of the economics and management of building and construction, quantity surveying and property management as well as construction and property education. It is free for authors, readers and libraries.