【摘要】：2012年被稱為國(guó)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(tái)、移動(dòng)支付等數(shù)字營(yíng)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(kāi)始蔓延,對(duì)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(chǎng)金融變革中,國(guó)內(nèi)銀行作為傳統(tǒng)金融的代表,首當(dāng)其沖地遭受到了網(wǎng)絡(luò)金融的沖擊。論文認(rèn)為,互聯(lián)網(wǎng)金融時(shí)代傳統(tǒng)營(yíng)銷傳播方式被數(shù)字營(yíng)銷傳播所取代,網(wǎng)絡(luò)技術(shù)的發(fā)展加強(qiáng)了信息的匯聚,促成了大數(shù)據(jù)的產(chǎn)生。銀行對(duì)客戶的營(yíng)銷從單向營(yíng)銷轉(zhuǎn)向雙向營(yíng)銷,營(yíng)銷傳播過(guò)程中的互動(dòng)體驗(yàn)營(yíng)銷、交互營(yíng)銷成為新趨勢(shì)。商業(yè)銀行在面對(duì)互聯(lián)網(wǎng)公司的競(jìng)爭(zhēng)中,應(yīng)時(shí)刻清醒認(rèn)知和分析營(yíng)銷環(huán)境、形式,有策略的、有預(yù)見(jiàn)性的制定市場(chǎng)營(yíng)銷方案。論文首次提出了互聯(lián)網(wǎng)金融時(shí)代銀行數(shù)字營(yíng)銷傳播的“FIST”法則,即:洞察趨勢(shì),隨機(jī)應(yīng)變的“靈活”法則,要求轉(zhuǎn)變營(yíng)銷關(guān)系,重視交互性營(yíng)銷,把握最新熱點(diǎn)和互聯(lián)網(wǎng)潮流;不斷突破,立體推進(jìn)的“創(chuàng)新”法則,要求轉(zhuǎn)變傳統(tǒng)營(yíng)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(yàn)的“滿意”法則,要求重視客戶體驗(yàn)和利益,建立長(zhǎng)期合作關(guān)系;適應(yīng)市場(chǎng),持續(xù)發(fā)展的“培養(yǎng)”法則,要求轉(zhuǎn)變營(yíng)銷傳播人才培養(yǎng)方式,打造數(shù)字營(yíng)銷傳播專業(yè)團(tuán)隊(duì)。
[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(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F832.33

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