【摘要】：2012年被稱為國內的“互聯(lián)網(wǎng)金融元年”,方興未艾的互聯(lián)網(wǎng)金融熱潮,利用網(wǎng)絡平臺、移動支付等數(shù)字營銷傳播渠道,結合金融領域的業(yè)務和產(chǎn)品,迅速開始蔓延,對商業(yè)銀行的傳統(tǒng)金融業(yè)務產(chǎn)生了較大影響。在這場金融變革中,國內銀行作為傳統(tǒng)金融的代表,首當其沖地遭受到了網(wǎng)絡金融的沖擊。論文認為,互聯(lián)網(wǎng)金融時代傳統(tǒng)營銷傳播方式被數(shù)字營銷傳播所取代,網(wǎng)絡技術的發(fā)展加強了信息的匯聚,促成了大數(shù)據(jù)的產(chǎn)生。銀行對客戶的營銷從單向營銷轉向雙向營銷,營銷傳播過程中的互動體驗營銷、交互營銷成為新趨勢。商業(yè)銀行在面對互聯(lián)網(wǎng)公司的競爭中,應時刻清醒認知和分析營銷環(huán)境、形式,有策略的、有預見性的制定市場營銷方案。論文首次提出了互聯(lián)網(wǎng)金融時代銀行數(shù)字營銷傳播的“FIST”法則,即:洞察趨勢,隨機應變的“靈活”法則,要求轉變營銷關系,重視交互性營銷,把握最新熱點和互聯(lián)網(wǎng)潮流;不斷突破,立體推進的“創(chuàng)新”法則,要求轉變傳統(tǒng)營銷傳播方式,轉變思路,重視互聯(lián)網(wǎng)技術革新;換位思考,注重體驗的“滿意”法則,要求重視客戶體驗和利益,建立長期合作關系;適應市場,持續(xù)發(fā)展的“培養(yǎng)”法則,要求轉變營銷傳播人才培養(yǎng)方式,打造數(shù)字營銷傳播專業(yè)團隊。
[Abstract]:In 2012, it was called the "first year of Internet finance" in China. The burgeoning Internet finance boom began to spread rapidly by using digital marketing channels such as network platforms, mobile payment and other channels of communication, combined with business and products in the financial field. It has a great influence on the traditional financial business of commercial banks. In this financial reform, domestic banks, as the representatives of traditional finance, bear the brunt of the impact of network finance. The paper holds that the traditional marketing communication mode is replaced by digital marketing communication in the internet finance era, and the development of network technology strengthens the convergence of information and promotes the emergence of big data. Bank marketing to customers from one-way marketing to two-way marketing, interactive experience marketing in the process of marketing communication, interactive marketing has become a new trend. In the face of the competition of Internet companies, commercial banks should always be aware of and analyze the marketing environment, form, tactics and foresight to formulate marketing plans. For the first time, the paper puts forward the "FIST" principle of digital marketing communication of banks in the era of Internet finance, that is, to observe the trend of insight, and to adapt to the "flexible" rule, which requires the transformation of marketing relations and the importance of interactive marketing. To grasp the latest hot spots and Internet trends; to constantly break through and push forward the "innovation" rule, it is necessary to change the traditional marketing mode of communication, change the way of thinking, attach importance to the innovation of Internet technology, and shift thinking and pay attention to the rule of "satisfaction" of experience. It is necessary to attach importance to customer experience and benefit, establish long-term cooperative relationship, adapt to the market and develop continuously, change the training mode of marketing communication talents, and build the professional team of digital marketing communication.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F832.33

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