基于挖财的理财类移动应用传播策略研究

发布时间：2018-03-02 02:19

本文关键词： 理财类APP 传播策略挖财　出处：《浙江传媒学院》2016年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网时代的全面到来与“互联网+”概念的兴起,个人理财类APP借着互联网金融行业的风口之势,迎来了蓬勃发展的最佳机遇。普通投资者不断增长的理财需求与有限的时间和理财专业技能之间的矛盾,使个人理财类APP在市场份额不断扩大的同时,同类产品之间的竞争也日益激烈。在众多的理财类的APP产品中,挖财作为国内首款记账类应用,诞生7年来不断布局个人资产管理领域,凭借着精准的定位与独特的传播推广策略,其影响力与市场占有率已远远超过行业同类产品。理财类移动应用从各方面颠覆了传统金融格局,以挖财为代表的理财类APP凭借多元化的发展模式与发展优势迅速成长,为整个传统金融行业带来了创新与改变。本文以传播的“5W”要素为主要研究内容,将传播策略与创新扩散模式相结合,首先探究理财类APP的主体策略,其次从内部渠道、公关渠道、社会化媒体渠道与应用渠道等四个方面对理财类APP有效的传播推广方式进行探讨和总结,接着从传播内容角度出发以挖财为例总结理财类APP的平台、产品、推广内容,最后从传播意识、传播方法、传播策略等方面指出理财类APP在传播过程中存在的不足,并提出了相应的改进策略。
[Abstract]:With the advent of the era of mobile Internet and the rise of the concept of "Internet", APP of personal finance takes advantage of the power of the Internet financial industry. The conflict between the growing financial needs of ordinary investors and limited time and expertise in managing finance has led to a growing market share of personal finance APP. The competition among similar products is becoming increasingly fierce. Among the numerous APP products of financial management category, the first accounting application in China has been used for seven years, and the field of personal assets management has been continuously distributed in the past seven years. With its precise positioning and unique communication and promotion strategy, its influence and market share have far exceeded that of similar products in the industry. The financial management APP, represented by digging for money, has grown rapidly by virtue of its diversified development model and development advantages, which has brought innovation and change to the whole traditional financial industry. This paper takes the "5W" element as the main research content. Combining the communication strategy with the innovation diffusion mode, we first explore the main strategy of financial management APP, secondly, from the internal channels, public relations channels, Social media channels and application channels are four aspects to discuss and summarize the effective communication and promotion methods of financial management APP, and then from the perspective of communication content to sum up the platform, products and promotion content of financial management APP. Finally, from the aspects of communication consciousness, communication methods and communication strategies, this paper points out the shortcomings of financial management APP in the process of communication, and puts forward corresponding improvement strategies.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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