兴业银行A产品与九龙斋B产品跨界营销策略研究

发布时间：2018-09-08 19:45

【摘要】：移动互联网时代,各品牌的营销策略已经发生了非常大的变化,日趋看重精准营销、效果营销,无论快消领域品牌还是金融领域品牌都希望吸引更多眼球,拥有更多客户,同时还希望降低成本。所以,基于快消品庞大的消费数量,以其亿万个快消产品作为移动营销入口,将线上金融平台与线下快消品牌相结合,实行跨界营销,是顺应时代需求的创新理念。本文以金融类品牌兴业银行的一个理财平台钱大掌柜(简称A产品)和快消类品牌九龙斋酸梅汤(简称B产品)产品为研究对象,借助市场营销理论,跨界整合营销理论和相关分析工具,分析二者产品营销存在的问题,明确二者跨界整合营销的必要性。提出了兴业银行A产品和九龙斋B产品整合营销策略的方向及内容,意义和具体实施措施和实施结果。利用线下的九龙斋B产品,以用户的手机号为唯一识别,将线下巨大流量引入线上兴业银行A产品平台,促使用户参与互动,达到有效营销目的,解决品牌移动营销真正落地的问题。实现真正的成本可控,用户真实,大数据积累。解决广告能实现销售,带动销售的终极目标。同时也解决零售业没有用户档案,用户数据,购买会员管理的问题。更利用不同行业的品牌跨界整合,共同营销同一类型的目标用户,达到资源整合,营销效果更大化,节约成本的目的。
[Abstract]:In the era of mobile Internet, the marketing strategy of each brand has been changed greatly. It pays more and more attention to precision marketing and effect marketing. Both the brand in the field of fast elimination and the brand in the field of finance hope to attract more attention and have more customers. It also hopes to cut costs. Therefore, based on the huge consumption of fast consumer goods, with its hundreds of millions of fast elimination products as mobile marketing entry, the combination of online financial platform and offline fast elimination brand, the implementation of cross-border marketing, is an innovative concept to meet the needs of the times. In this paper, a financial platform of financial brand Societe Generale Bank, Qianda shopkeeper (referred to as "A products") and Kuaixiao brand Jiulongzhai sour plum soup (referred to as "B products") as the research object, with the help of marketing theory, The theory of cross-border integrated marketing and related analysis tools are analyzed, and the problems existing in the marketing of both products are analyzed, and the necessity of cross-border integrated marketing between them is clarified. This paper puts forward the direction and content of integrated marketing strategy of Industrial Bank A products and Jiulongzhai B products, its significance, concrete implementation measures and implementation results. Using the offline Jiulongzhai B product, taking the mobile number of the user as the only identification, the huge offline traffic is introduced into the product platform of Industrial Bank of China online, so as to promote the users to participate in the interaction and achieve the effective marketing purpose. To solve the brand mobile marketing real landing problem. Realize true cost controllable, user true, big data accumulates. The solution advertisement can realize the sale, drives the sale the ultimate goal. At the same time, also solve the retail industry without user files, user data, purchasing membership management problems. More use of brand cross-border integration of different industries, common marketing of the same type of target users, to achieve the integration of resources, greater marketing effect, cost savings.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2;F426.82

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