品牌传播视角下的互联网理财行为研究

发布时间：2018-03-20 15:11

本文选题：互联网理财　切入点：品牌传播　出处：《财会通讯》2017年31期 　论文类型：期刊论文

【摘要】：本文以"融360与湖南媒体建立战略合作关系"事件为源头,深入分析和探讨当前互联网理财企业与媒体深度合作所呈现出的互联网理财品牌传播对媒体的现实需求。结合传统消费者品牌选择行为理论的不足,提出消费者对互联网理财品牌选择分为三阶段,且分别遵循不同的效用原则行为机理;品牌传播引导效果直接决定了互联网理财产品消费者的后续消费对象和品牌选择行为。基于此,文章从五方面提出互联网理财企业依托媒体引导互联网理财消费者的品牌选择行为的对策,以期为互联网理财产品的品牌管理部门提供决策参考和启示。
[Abstract]:This article takes "Rong360 and Hunan media to establish strategic cooperative relations" as the source, This paper deeply analyzes and discusses the actual media demand of Internet financial management brand communication presented by the deep cooperation between Internet financing enterprises and media, combined with the deficiency of traditional consumer brand choice behavior theory. It is put forward that consumers' choice of Internet financial management brand is divided into three stages, and they follow different principles of utility behavior. The guiding effect of brand communication directly determines the subsequent consumption object and brand choice behavior of consumers of Internet wealth management products. This paper puts forward the countermeasures of Internet financial management enterprises to guide the consumers' brand choice behavior by relying on the media, in order to provide reference and inspiration for the brand management departments of Internet financial management products.
【作者单位】：湖南大学经济与贸易学院;湖南广播电视大学;
【基金】：湖南省社会科学成果评审委员会一般课题(项目编号:XSPYBZZ020) 湖南省哲学社会科学基金立项项目(项目编号:16CGA005)阶段性研究成果
【分类号】：F724.6;F832.2

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