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class="jiathis jiathis_txt jtico jtico_jiathis" target="_blank"></a> </div> <script type="text/javascript" src="http://v3.jiathis.com/code_mini/jia.js?uid=1399539302485450" charset="utf-8"></script> </span><span id="i2i2jyu4k" class="fr">分享到：<img src="http://www.rmzxb.com.cn/images/fx.jpg" /> </span> </div> <div id="i2i2jyu4k" class="text_box"> <p align="center"> <p style="text-indent: 2em; text-align: left;"><strong>商家不能本末倒置，把公益直接当成营销来做，搞得铜臭气熏天</strong></p><p style="text-indent: 2em; text-align: left;">最近，房产中介——链家参与失联儿童守护的一条消息，引爆了朋友圈。该消息称：“5月25日，链家全国6000家门店将成为失联儿童守护站，所有门店将张贴守护站标识，方便孩子求助?！绷醇一菇ㄒ榧页?，“请告诉你的孩子，万一走失找不到家人，街头每个绿色的链家门店都是安全守护站，10多万链家员工都是儿童安全守护人！”</p><p style="text-indent: 2em; text-align: left;">话说得相当漂亮，但却被多地警方在官方微博里浇了一盆冷水。重庆网警就称：“链家，请停止错误的走失儿童自救宣传，这不是营销活动应该涉足的领域”。4月30日晚，链家发表声明，“失联儿童守护站”是由CCSER儿童失踪预警平台等机构联合共同发起的、帮助走失儿童的线下活动。</p><p style="text-indent: 2em; text-align: left;">房产中介、便利店等利用其网点分布广的优势，形成线下线上的互动，推行公益，履行社会责任，帮助走失儿童、让清洁工人进来歇歇腿喝杯热水等，本来是个好事情，这也是近年社会公益活动的一个发力点。商家借公益来推广品牌，提高自身的社会美誉度，也是人之常情，无可厚非。但是，不能本末倒置，把公益直接当成营销来做，搞得铜臭气熏天。</p><p style="text-indent: 2em; text-align: left;">链家的这次“公关活动”，其实还有一个背景。那就是在今年年初这波房产热潮中，链家被上海市消保委指责违规提供“过桥贷”，向客户隐瞒房产抵押信息，当时曾引爆了链家的信任?；?。上个月末，上海市银监局更是开出重量级的“罚单”，决定自4月25日起，暂停辖内部分商业银行与上海链家等6家房地产中介的业务合作1个月。这实际上导致链家在上海的业务停摆一个月。之后，链家一直努力在搞“?；亍薄１热缟虾５囊恍┝醇颐诺?，搞了一些提供热水、雨伞的“便民服务”等。这次更是主打亲情牌，将链家门店打造成“儿童安全守护站”。无疑，这是一个蕴含巨大价值的商机，打中了社会的痛点，传播效果相当出色。</p><p style="text-indent: 2em; text-align: left;">但有一句老话叫“轻诺必寡信”，链家在这次的公信力危机事件中，急急承诺“10多万链家员工都是儿童安全守护人”，到底有几分真诚？真的做好了软硬件准备吗？做中介，从法律上说是“居间服务”，需要那么一份淳朴和诚信，宁可做了而不说，不要说了却没做。</p><p style="text-indent: 2em; text-align: left;">提升企业形象，担负社会责任，是细水长流的事业，切忌急功近利。“路遥知马力，日久见人心”，指望一两篇10万+的文章刷爆朋友圈，就能够彻底改变自己的企业形象，那是自欺欺人。当然对于民间的公益力量，社会应该欢迎，报以赞赏的态度；只是参与其中的商家得自觉，不要急于“变现”公益活动，错打了“传媒即是营销”的算盘。（沈彬）</p><p><br style="text-indent: 2em; text-align: left;"/></p> </div> <p class="Editor">编辑：刘文俊 </p> <div id="i2i2jyu4k" 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