本文選題：網(wǎng)絡(luò)媒體 + 銀行產(chǎn)品策略��； 參考：《山東大學(xué)》2012年碩士論文

【摘要】：在網(wǎng)絡(luò)媒體時代,傳統(tǒng)的4P向4C、甚至4R轉(zhuǎn)變,而金融行業(yè)常用的服務(wù)營銷、客戶關(guān)系營銷也已經(jīng)開始向體驗營銷、口碑營銷、跨界營銷、事件營銷甚至娛樂營銷演進了。以受眾為本位,通過更加互動的方式傳播產(chǎn)品信息,以此延伸品牌美譽度和品牌忠誠度,是現(xiàn)今時代金融品牌傳播的主要方向。由于金融產(chǎn)品信息的不對稱性,以口碑營銷的方式口口相傳獲取客戶信任已經(jīng)是重要途徑,而網(wǎng)絡(luò)媒體當中的SNS、微博等等,都是口碑傳播的優(yōu)質(zhì)平臺。在Web2.0、甚至Web3.0的媒體環(huán)境下,任何品牌要實現(xiàn)價值傳播最大化都是需要精耕細作、深度整合的。 本文在解釋網(wǎng)絡(luò)媒體的相關(guān)概念的基礎(chǔ)上,系統(tǒng)論述了不同階段市場營銷組合理論,進一步闡述了應(yīng)用于服務(wù)業(yè)的7P市場營銷組合,及銀行產(chǎn)品的含義、銀行產(chǎn)品的層次、產(chǎn)品組合策略及市場策略。立足于中國本土網(wǎng)絡(luò)媒體發(fā)展現(xiàn)狀,從人口統(tǒng)計、政策法律、經(jīng)濟、社會文化、技術(shù)等五個方面系統(tǒng)地分析我國網(wǎng)絡(luò)媒體所面臨的環(huán)境,我國的網(wǎng)絡(luò)用戶行為特點,消費習(xí)慣,并結(jié)合我國網(wǎng)絡(luò)媒體的特點,分析了在當前環(huán)境下,銀行業(yè)通過網(wǎng)絡(luò)媒體開發(fā)、宣傳、營銷金融服務(wù)產(chǎn)品的不同策略,并展開不同的案例分析。
[Abstract]:In the era of network media, the traditional 4P turns to 4Cand even 4R, and the service marketing, customer relationship marketing, which is commonly used in financial industry, has already begun to evolve to experience marketing, word-of-mouth marketing, cross-border marketing, event marketing and even entertainment marketing. It is the main direction of financial brand communication to spread product information in a more interactive way to extend brand reputation and brand loyalty. Because of the asymmetry of financial product information, word of mouth marketing is an important way to gain customer trust, and network media, such as SNS, Weibo and so on, are excellent platforms for word-of-mouth communication. In the media environment of Web 2.0 or even Web 3.0, any brand needs intensive and deep integration to maximize value dissemination. On the basis of explaining the related concepts of network media, this paper systematically discusses the marketing mix theory of different stages, and further expounds the 7P marketing mix applied in the service industry, the meaning of bank products, and the level of bank products. Product portfolio strategy and marketing strategy. Based on the current situation of the development of China's local network media, this paper systematically analyzes the environment faced by our country's network media, the behavior characteristics and consumption habits of our country's network users from the five aspects of population statistics, policy and law, economy, social culture, technology, etc. Combined with the characteristics of China's network media, this paper analyzes the different strategies of developing, propagating and marketing financial service products in the banking industry through network media under the current environment, and carries out different case studies.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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本文編號：2022176