互联网金融时代银行数字营销传播的“FIST”法则研究

发布时间：2018-08-01 11:13

【摘要】：2012年被称为国内的“互联网金融元年”,方兴未艾的互联网金融热潮,利用网络平台、移动支付等数字营销传播渠道,结合金融领域的业务和产品,迅速开始蔓延,对商业银行的传统金融业务产生了较大影响。在这场金融变革中,国内银行作为传统金融的代表,首当其冲地遭受到了网络金融的冲击。论文认为,互联网金融时代传统营销传播方式被数字营销传播所取代,网络技术的发展加强了信息的汇聚,促成了大数据的产生。银行对客户的营销从单向营销转向双向营销,营销传播过程中的互动体验营销、交互营销成为新趋势。商业银行在面对互联网公司的竞争中,应时刻清醒认知和分析营销环境、形式,有策略的、有预见性的制定市场营销方案。论文首次提出了互联网金融时代银行数字营销传播的“FIST”法则,即:洞察趋势,随机应变的“灵活”法则,要求转变营销关系,重视交互性营销,把握最新热点和互联网潮流;不断突破,立体推进的“创新”法则,要求转变传统营销传播方式,转变思路,重视互联网技术革新;换位思考,注重体验的“满意”法则,要求重视客户体验和利益,建立长期合作关系;适应市场,持续发展的“培养”法则,要求转变营销传播人才培养方式,打造数字营销传播专业团队。
[Abstract]:In 2012, it was called the "first year of Internet finance" in China. The burgeoning Internet finance boom began to spread rapidly by using digital marketing channels such as network platforms, mobile payment and other channels of communication, combined with business and products in the financial field. It has a great influence on the traditional financial business of commercial banks. In this financial reform, domestic banks, as the representatives of traditional finance, bear the brunt of the impact of network finance. The paper holds that the traditional marketing communication mode is replaced by digital marketing communication in the internet finance era, and the development of network technology strengthens the convergence of information and promotes the emergence of big data. Bank marketing to customers from one-way marketing to two-way marketing, interactive experience marketing in the process of marketing communication, interactive marketing has become a new trend. In the face of the competition of Internet companies, commercial banks should always be aware of and analyze the marketing environment, form, tactics and foresight to formulate marketing plans. For the first time, the paper puts forward the "FIST" principle of digital marketing communication of banks in the era of Internet finance, that is, to observe the trend of insight, and to adapt to the "flexible" rule, which requires the transformation of marketing relations and the importance of interactive marketing. To grasp the latest hot spots and Internet trends; to constantly break through and push forward the "innovation" rule, it is necessary to change the traditional marketing mode of communication, change the way of thinking, attach importance to the innovation of Internet technology, and shift thinking and pay attention to the rule of "satisfaction" of experience. It is necessary to attach importance to customer experience and benefit, establish long-term cooperative relationship, adapt to the market and develop continuously, change the training mode of marketing communication talents, and build the professional team of digital marketing communication.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.33

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