【摘要】：2012年被稱為國內(nèi)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(luò)平臺、移動支付等數(shù)字營銷傳播渠道,結(jié)合金融領(lǐng)域的業(yè)務(wù)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(wù)產(chǎn)生了較大影響。在這場金融變革中,國內(nèi)銀行作為傳統(tǒng)金融的代表,首當其沖地遭受到了網(wǎng)絡(luò)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(luò)技術(shù)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(zhuǎn)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(yīng)時刻清醒認知和分析營銷環(huán)境、形式,有策略的、有預(yù)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(yīng)變的“靈活”法則,要求轉(zhuǎn)變營銷關(guān)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(zhuǎn)變傳統(tǒng)營銷傳播方式,轉(zhuǎn)變思路,重視互聯(lián)網(wǎng)技術(shù)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(guān)系;適應(yīng)市場,持續(xù)發(fā)展的“培養(yǎng)”法則,要求轉(zhuǎn)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

【參考文獻】

相關(guān)期刊論文 前10條

1 杜征征;;互聯(lián)網(wǎng)金融營銷的興起與發(fā)展[J];銀行家;2012年11期

2 張明哲;;互聯(lián)網(wǎng)金融的基本特征研究[J];區(qū)域金融研究;2013年12期

3 逄渤;;互聯(lián)網(wǎng)金融與金融發(fā)展的互聯(lián)網(wǎng)時代——淺析互聯(lián)網(wǎng)時代的金融變革浪潮[J];國際商務(wù)財會;2013年10期

4 唐·E·舒爾茨;董婧;劉志一;王安妮;;整合營銷傳播與未來——美國西北大學唐·E·舒爾茨教授北大演講實錄[J];廣告大觀(理論版);2013年06期

5 鄭榮年;;基于整合營銷傳播(IMC)的中國商業(yè)銀行市場營銷變革[J];金融理論與實踐;2007年08期

6 謝平;鄒傳偉;;互聯(lián)網(wǎng)金融模式研究[J];金融研究;2012年12期

7 曹少雄;;商業(yè)銀行建設(shè)互聯(lián)網(wǎng)金融服務(wù)體系的思索與探討[J];農(nóng)村金融研究;2013年05期

8 邱峰;;互聯(lián)網(wǎng)金融對商業(yè)銀行的沖擊和挑戰(zhàn)分析[J];吉林金融研究;2013年08期

9 袁博;李永剛;張逸龍;;互聯(lián)網(wǎng)金融發(fā)展對中國商業(yè)銀行的影響及對策分析[J];金融理論與實踐;2013年12期

10 胡小文;;互聯(lián)網(wǎng)金融的發(fā)展及影響[J];金融會計;2014年04期

相關(guān)碩士學位論文 前1條

1 胡斌;中國商業(yè)銀行市場定位及中國商業(yè)銀行市場定位及營銷戰(zhàn)略模式選擇[D];西南財經(jīng)大學;2003年

，

本文編號：2157388