本文選題：互聯(lián)網(wǎng)理財(cái)　切入點(diǎn)：品牌傳播　出處：《財(cái)會(huì)通訊》2017年31期 　論文類(lèi)型：期刊論文

【摘要】：本文以"融360與湖南媒體建立戰(zhàn)略合作關(guān)系"事件為源頭,深入分析和探討當(dāng)前互聯(lián)網(wǎng)理財(cái)企業(yè)與媒體深度合作所呈現(xiàn)出的互聯(lián)網(wǎng)理財(cái)品牌傳播對(duì)媒體的現(xiàn)實(shí)需求。結(jié)合傳統(tǒng)消費(fèi)者品牌選擇行為理論的不足,提出消費(fèi)者對(duì)互聯(lián)網(wǎng)理財(cái)品牌選擇分為三階段,且分別遵循不同的效用原則行為機(jī)理;品牌傳播引導(dǎo)效果直接決定了互聯(lián)網(wǎng)理財(cái)產(chǎn)品消費(fèi)者的后續(xù)消費(fèi)對(duì)象和品牌選擇行為。基于此,文章從五方面提出互聯(lián)網(wǎng)理財(cái)企業(yè)依托媒體引導(dǎo)互聯(lián)網(wǎng)理財(cái)消費(fèi)者的品牌選擇行為的對(duì)策,以期為互聯(lián)網(wǎng)理財(cái)產(chǎn)品的品牌管理部門(mén)提供決策參考和啟示。
[Abstract]:This article takes "Rong360 and Hunan media to establish strategic cooperative relations" as the source, This paper deeply analyzes and discusses the actual media demand of Internet financial management brand communication presented by the deep cooperation between Internet financing enterprises and media, combined with the deficiency of traditional consumer brand choice behavior theory. It is put forward that consumers' choice of Internet financial management brand is divided into three stages, and they follow different principles of utility behavior. The guiding effect of brand communication directly determines the subsequent consumption object and brand choice behavior of consumers of Internet wealth management products. This paper puts forward the countermeasures of Internet financial management enterprises to guide the consumers' brand choice behavior by relying on the media, in order to provide reference and inspiration for the brand management departments of Internet financial management products.
【作者單位】： 湖南大學(xué)經(jīng)濟(jì)與貿(mào)易學(xué)院;湖南廣播電視大學(xué);
【基金】：湖南省社會(huì)科學(xué)成果評(píng)審委員會(huì)一般課題(項(xiàng)目編號(hào):XSPYBZZ020) 湖南省哲學(xué)社會(huì)科學(xué)基金立項(xiàng)項(xiàng)目(項(xiàng)目編號(hào):16CGA005)階段性研究成果
【分類(lèi)號(hào)】：F724.6;F832.2

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