P2P网贷平台品牌传播模式的构建

发布时间：2017-12-28 04:36

本文关键词：P2P网贷平台品牌传播模式的构建　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：P2P网贷行业是互联网金融下的新兴行业,P2P网络借贷主要依托于互联网技术,为小微企业和自然人提供借贷撮合服务,能够为借款人提供新的融资途径,同时为投资人提供便捷的投资渠道,是传统金融体系的重要补充。本文通过对行业品牌传播现状的宏观分析与德众金融的个案分析,发现P2P网贷行业的品牌传播还处在起步阶段,且在品牌传播过程中存在诸多不足。虽然P2P网贷行业已经逐渐认识到品牌传播的重要性,但以德众金融为代表的传统品牌传播模式依然遵循传统行业品牌传播路径看重短期交易,着力吸引新用户,忽视了长期品牌关系的维护。从行业品牌传播现状可知该类品牌传播模式还存在传播信息言行不一,接触点覆盖不全,内容同质化严重,针对借款人的传播力度不足等问题。面对这些问题,构建新型品牌传播模式指导实践迫在眉睫。P2P网贷平台需兼顾投资人和借款人双方,且与用户保持长期互动关系,因而其品牌传播活动应区别于传统行业,独具特色。本文为此构建了 P2P网贷平台基于整合与关系的品牌传播模式。该模式依托行业实践并吸取了整合营销传播理论和关系营销理论的精华,可以清楚地反映影响品牌价值及口碑的诸多因素。P2P网贷平台可根据模式中的关键点自检并修整自身的品牌传播行为,不断提升品牌形象赢得口碑,创造价值。P2P网贷平台基于整合与关系的品牌传播模式通过平台自身品牌定位,将企业文化融入品牌形象设计之中。根据品牌传播的不同阶段形成不同的品牌传播组合。整合营销传播理论要求从品牌文化到品牌传播组合一脉相承。平台需注意保持品牌传播信息及行为的一致性,这需要平台长期保持一致协调,可不断强化平台品牌在用户心中的形象。由于P2P网贷平台面对投资人、借款人两类不同的用户,平台还需注意兼顾两类用户群体并推出差异化的品牌传播组合。模式特别将P2P网贷行业双边用户的属性显示出来,强调平台需有针对性地设计符合借款人需求的营销传播组合,不断扩大在借款人中的品牌影响。新模式强调借助关系营销突破传统品牌传播模式藩篱。汤姆·邓肯的"基于传播的关系营销模式"为新模式的构建带来诸多启示。首先,互动不再是营销传播活动的一部分,而是化被动为主动,意在建立长期良好的品牌关系。平台应主动为用户提供个性化服务,优化用户体验的同时有效降低平台负面信息传播。其次,与利益相关者之间良好的互动,有利于平台降低不可控信息源对品牌形象的损害,也有助于提升平台品牌影响力。汤姆·邓肯的模式只强调了互动影响品牌关系,而新模式强调了二次传播。因为这些相关利益者特别是员工和媒介在与平台互动中获得品牌信息后,会通过人际传播、组织传播或大众传播对品牌信息进行二次传播。在P2P网贷行业不论是用户还是其他相关利益者对平台品牌信息的二次传播影响力都很大。最后,模式认为可以利用良好的品牌关系和二次传播的巨大影响力,有意识地培养用户或相关利益者成为意见领袖来吸引新用户。P2P网贷行业扁平化的组织结构、便捷的沟通渠道、明晰的相关利益者都为模式的操作提供了可行性,且该模式运行成本较低适用于各种规模的平台。为更好地操作该模式,本文认为平台需整合协同,保持平台言行一致;双向差异性营销传播,保持双向传播均衡;培养利益相关者关系,全面覆盖品牌信息传播源;优化用户互动体验,建立品牌关系;维护优质用户关系,自产意见领袖。
[Abstract]:P2P net loan industry is a new industry of Internet banking, P2P networks borrowing mainly rely on the Internet technology, to provide matching services for lending Small and micro businesses and individuals, to provide new financing channels for the borrower to provide convenient investment channels for investors at the same time, is an important complement to the traditional financial system. Based on the analysis of current situation of brand communication industry macro analysis and the German public finance case, found the brand communication of P2P net loan industry is still in the initial stage, and there are many problems in the process of brand communication. Although the P2P net loan industry has gradually realized the importance of brand communication, but the traditional brand communication mode with the German public finance as the representative of the industry still follows the traditional brand communication path short-term trading, efforts to attract new customers, maintain long-term neglect of brand relationship. From the current situation of brand communication industry that the brand communication mode has not spread information, contact point coverage, homogenization of serious, aiming at the problem of the borrower's lack of communication. In the face of these problems, it is imminent to construct a new model of brand communication. P2P net loan platform should consider both investors and borrowers, and maintain long-term interaction with users. Therefore, its brand communication activities should be different from traditional industries. This paper builds a brand communication model based on integration and relationship based on P2P net loan platform. Relying on industry practice and absorbing the essence of integrated marketing communication theory and relationship marketing theory, this mode can clearly reflect many factors that affect brand value and word of mouth. P2P net loan platform can self check and repair its own brand communication behavior according to the key points in the model, and constantly improve the brand image to win the word of mouth and create value. The P2P network loan platform is based on the brand communication mode of integration and relationship, and integrates the enterprise culture into the brand image design through its own brand positioning. Different brand communication combinations are formed according to different stages of brand communication. The theory of integrated marketing communication requires that the combination of brand culture and brand communication will come down in one continuous line. The platform should pay attention to maintaining the consistency of brand dissemination information and behavior, which requires long-term consistency and coordination of platforms, and constantly enhancing the image of platform brand in users' mind. Because the P2P net loan platform is facing two kinds of users, investors and borrowers, the platform should pay attention to two groups of user groups and offer differentiated brand communication combinations. The mode especially shows the attributes of P2P network loan industry's bilateral users. It emphasizes that the platform should design targeted marketing communication combinations that meet the needs of borrowers, and expand the brand impact of borrowers. The new model emphasizes the use of relationship marketing to break through the barriers of traditional brand communication mode. Tom Duncan's "communication based relationship marketing model" brings a lot of inspiration to the construction of the new model. First, the interaction is no longer a part of the marketing communication, but is passive to take the initiative, intended to establish a long and good brand relationship. The platform should provide personalized service for users, optimize the user experience and reduce the communication of negative information on the platform. Secondly, good interaction with stakeholders helps platform to reduce the damage of uncontrollable information sources to brand image, and also helps to enhance the brand influence of platform. Tom Duncan's model only emphasizes the interaction influence brand relationship, and the new model emphasizes two times. Because these stakeholders, especially employees and media, get brand information when interacting with the platform. They will spread the brand information two times through interpersonal communication, organizational communication or mass communication. In the P2P net loan industry, whether it is the user or other related stakeholders, it has a great influence on the two spread of the platform brand information. Finally, the mode thinks that we can make good use of good brand relationship and the great influence of the two communication, consciously train users or stakeholders to become opinion leaders to attract new users. The flat structure, convenient communication channels and clear related stakeholders of P2P lending industry provide feasibility for the operation of the mode, and the running cost of the mode is low, which is suitable for all kinds of platforms. For the better operation of the model, the platform needs to integrate collaborative platform, keep consistent; two-way difference marketing communication, two-way communication equilibrium; cultivate stakeholder relations, comprehensive coverage of brand information source; optimize the user interactive experience, the establishment of brand relationship; maintain customer relationship quality, from opinion leaders.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.4;G206

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