本文在解释网络媒体的相关概念的基础上,系统论述了不同阶段市场营销组
合理论,进一步阐述了应用于服务业的7P市场营销组合,及银行产品的含义、银
行产品的层次、产品组合策略及市场策略。立足于中国本土网络媒体发展现状,
从人口统计、政策法律、经济、社会文化、技术等五个方面系统地分析我国网络
媒体所面临的环境,我国的网络用户行为特点,消费习惯,并结合我国网络媒体
的特点,分析了在当前环境下,银行业通过网络媒体开发、宣传、营销金融服务
产品的不同策略,并展J不同的案例分析。
关键词:网络媒体;银行产品策略;营销;案例
山东大学硕士学位论文
ABSTRACT
In the age of net media, traditional 4P transform to 4C, even 4R,and service
marketing, and the customer relationship marketing that the financial industry
commonly used has also begun to transform to experience marketing, word-of-mouth
marketing, crossover marketing,even entertainment marketing. To the standard of the
audience,a more interactive way dissemination of product information, in order to
extend the brand reputation and brand loyalty, is the primary direction of propagation
for the current finance brand. Because of the information asymmetry of financial
products, word-of-mouth marketing way from mouth to mouth is the important way to
customer trust.The SNS,micro-blog,etc., are word-of-mouth communication platform.
In the Web2.0, and even Web 3.0 media environment, intensive meticulous farming and
depth integration are needed for any brand to achieve maximum value dissemination.
This article discusses the different stages of marketing mix theory on the basis of
the interpretation of net media, and elaborated 7P marketing combination applied in
service industry, and the meaning of bank products, product level, product strategy and
marketing strategy. On the base of present situation of the Chinese net media, from
population statistics, policy and law, economy, social culture, technology and so on five
aspects, analysis local environment of net media, behavior characteristics of internet
user,and and consuming habits.On the base of features of China's local net media, the
article analyzed different strategies of developing publicing and marketing financial
services products in the the current environment through net media and launched
different case analysis.
Key words: net media; bank product strategy; marketing; case study
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