基于网络媒体的银行产品策略研究

发布时间：2018-06-15 13:36

本文选题：网络媒体 + 银行产品策略　；参考：《山东大学》2012年硕士论文

【摘要】：在网络媒体时代,传统的4P向4C、甚至4R转变,而金融行业常用的服务营销、客户关系营销也已经开始向体验营销、口碑营销、跨界营销、事件营销甚至娱乐营销演进了。以受众为本位,通过更加互动的方式传播产品信息,以此延伸品牌美誉度和品牌忠诚度,是现今时代金融品牌传播的主要方向。由于金融产品信息的不对称性,以口碑营销的方式口口相传获取客户信任已经是重要途径,而网络媒体当中的SNS、微博等等,都是口碑传播的优质平台。在Web2.0、甚至Web3.0的媒体环境下,任何品牌要实现价值传播最大化都是需要精耕细作、深度整合的。本文在解释网络媒体的相关概念的基础上,系统论述了不同阶段市场营销组合理论,进一步阐述了应用于服务业的7P市场营销组合,及银行产品的含义、银行产品的层次、产品组合策略及市场策略。立足于中国本土网络媒体发展现状,从人口统计、政策法律、经济、社会文化、技术等五个方面系统地分析我国网络媒体所面临的环境,我国的网络用户行为特点,消费习惯,并结合我国网络媒体的特点,分析了在当前环境下,银行业通过网络媒体开发、宣传、营销金融服务产品的不同策略,并展开不同的案例分析。
[Abstract]:In the era of network media, the traditional 4P turns to 4Cand even 4R, and the service marketing, customer relationship marketing, which is commonly used in financial industry, has already begun to evolve to experience marketing, word-of-mouth marketing, cross-border marketing, event marketing and even entertainment marketing. It is the main direction of financial brand communication to spread product information in a more interactive way to extend brand reputation and brand loyalty. Because of the asymmetry of financial product information, word of mouth marketing is an important way to gain customer trust, and network media, such as SNS, Weibo and so on, are excellent platforms for word-of-mouth communication. In the media environment of Web 2.0 or even Web 3.0, any brand needs intensive and deep integration to maximize value dissemination. On the basis of explaining the related concepts of network media, this paper systematically discusses the marketing mix theory of different stages, and further expounds the 7P marketing mix applied in the service industry, the meaning of bank products, and the level of bank products. Product portfolio strategy and marketing strategy. Based on the current situation of the development of China's local network media, this paper systematically analyzes the environment faced by our country's network media, the behavior characteristics and consumption habits of our country's network users from the five aspects of population statistics, policy and law, economy, social culture, technology, etc. Combined with the characteristics of China's network media, this paper analyzes the different strategies of developing, propagating and marketing financial service products in the banking industry through network media under the current environment, and carries out different case studies.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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