互联网金融品牌形象传播效果评价模型构建与实证研究——以支付宝和积木盒子品牌为例

发布时间：2018-04-16 12:22

本文选题：互联网金融 + 品牌形象　；参考：《新闻与传播研究》2015年10期

【摘要】：互联网金融已成为当今社会日益普及的普惠金融体系中的重要组成部分,但互联网金融涵盖的第三方支付、P2P网贷、大数据金融、众筹、信息化金融机构、互联网金融门户等六大模式,既高端专业,远离大众,又导致大量的互联网金融品牌鱼龙混杂。各类互联网金融公司为推广打造自己的品牌形象,迅速占据新兴行业高地都不遗余力地进行品牌形象推广。互联网金融品牌形象传播到底怎样?广大受众对品牌形象的认知到底反映出多大的传播效果?文章试图在这一问题上进行实证分析和有益探讨。
[Abstract]:Internet finance has become an important part of the increasingly popular inclusive financial system in today's society. However, the third party covered by Internet finance pays P2P network loans, big data finance, crowdfunding, and information financial institutions.Internet financial portal and other six models, both high-end professional, away from the public, but also lead to a large number of Internet financial brands mixed.In order to promote and build their own brand image, all kinds of internet finance companies are sparing no effort to promote brand image.How to spread the Internet Financial Brand Image?How much communication effect does the broad audience reflect on the brand image?This article attempts to carry on the positive analysis and the beneficial discussion on this question.
【作者单位】：湖南大学;湖南广播电视大学;
【分类号】：G206-F

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