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Jingdong book

互联网金融营销：原理与实践

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Jingdong book

互联网金融营销：原理与实践

Name: 互联网金融营销：原理与实践
Brand: Jingdong book
SKU: 3111000491
Price: 31.93 USD
Availability: OutOfStock

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Content Description

本书的目的是对蓬勃发展的互联网金融实践进行分析和总结，以得出一些规律性的结论。归纳起来，本书的特色主要表现在以下十个方面。
**，界定了互联网金融的相关概念，梳理了互联网金融结构；第二，将互联网金融纳入营销架构，并根据实践总结提出了互联网金融营销的框架体系；第三，揭示了大数据在互联网金融营销实践中的无可替代的作用；第四，品牌在互联网金融中尤为重要；第五，辨识了产品组合与生态圈的不同，描绘了基于电商平台、基于社交平台、基于搜索平台等不同视角的“产品组合及互联网金融生态圈”；第六，提炼了互联网金融创新的不同归因，包括 “需求拉动”、“技术推动”、“竞争驱动”等多个侧面；第七，分析了价格的整合营销意义，并结合实践，分析了互联网金融的价格形成基础及互联网金融价格策略；第八，总结了互联网金融分销的七大特性，对丰富的互联网金融营销过程中的分销实践进行了归类；第九，银行、保险等传统金融机构不甘落后，阔步挺进互联网金融；第十，强调了互联网金融企业的社会责任营销。

Author Description

刘凤军，中国人民大学商学院教授、博士生导师。《市场营销•理论版》执行主编；“教育部新世纪优秀人才”入选者（2006）、“北京市社科理论人才百人工程”入选者（2001、2005）；兼任中国市场学会副秘书长（2003-2013）、兼任中央电视台广告策略顾问（2004-2013）。
先后主持国家自然科学基金、国家社会科学基金、教育部博士点科学基金、中国博士后科学基金和全国教育科学十五规划项目等多项科研课题；出版了《品牌运营论》、《企业•社会责任•品牌影响力》、《银行竞争与营销创新》、《品牌运营理论与实践》等著作；在《中国软科学》、《财贸经济》、《中国工业经济》、《中国金融》、《中国人民大学学报》、《南开管理评论》等杂志上发表论文多篇。
曾获教育部***教学成果二等奖（2005）、教育部全国普通高等院校优秀教材一等奖（2003）、中国人民大学优秀科研成果一等奖（2003）、中国人民大学商学院*佳MBA教师（2008）、获中国人民大学商学院*佳EMBA教师（2010）。

Catalogue

第1章 “互联网+”与互联网金融营销 ……………………………………………1
1．1 “互联网+”与互联网金融 …………………………………………………1
1．2 互联网金融的基本概念 ………………………………………………………8
1．3 互联网金融营销的内容与特征 ……………………………………………15
第2章大数据与互联网金融环境 ……………………………………………………24
2．1 大数据是互联网金融的根本保障 …………………………………………24
2．2 网络技术的日新月异推动了互联网金融 …………………………………33
2．3 消费观念及行为的变革拉动了互联网金融 ………………………………37
2．4 传统金融产品供给不足倒逼了互联网金融 ………………………………42
2．5 政策法规的适时调整，宽容、支持与引导了互联网金融 ………………45
第3章互联网金融的STP战略 ……………………………………………………53
3．1 互联网金融市场细分 ………………………………………………………53
3．2 互联网金融市场选择 ………………………………………………………56
3．3 互联网金融市场定位 ………………………………………………………65
第4章互联网金融品牌塑造与保护 ………………………………………………76
4．1 品牌与品牌资产 ……………………………………………………………76
4．2 互联网金融品牌设计、组合与扩展 ………………………………………82
4．3 互联网金融商标注册与品牌保护 …………………………………………93
第5章生态圈与互联网金融创新 …………………………………………………101
5．1 互联网金融的性质与种类 ………………………………………………101
5．2 互联网金融产品创新 ……………………………………………………106
5．3 产品组合与互联网金融生态圈 ……………………………………………117
第6章互联网金融定价策略 ………………………………………………………133
6．1 定价的依据及其整合营销意义 ……………………………………………133
6．2 产品定价的基本方法 ………………………………………………………137
6．3 互联网金融之价格策略 ………………………………………………………143
第7章互联网金融分销与渠道策略 ………………………………………………156
7．1 分销及分销渠道 ………………………………………………………………156
7．2 互联网金融自营网络通路与垂直分销系统 …………………………………162
7．3 互联网金融间接渠道与水平分销系统 ………………………………………176
第8章互联网金融传播与促销 ……………………………………………………195
8．1 促销与整合营销传播 …………………………………………………………195
8．2 互联网金融之广告传播 ………………………………………………………204
8．3 互联网金融之公关传播 ………………………………………………………220
8．4 互联网金融之销售促进 ………………………………………………………226
第9章银行与保险的互联网营销 ………………………………………………… 237
9．1 互联网企业的金融营销倒逼银行互联网化 …………………………………237
9．2 手机银行与直销银行 …………………………………………………………242
9．3 跨界营销，合作共赢 …………………………………………………………251
9．4 互联网保险 ……………………………………………………………………268
第10章互联网金融的社会责任营销 ……………………………………………281
10．1 企业承担社会责任的必然性与必要性 ……………………………………281
10．2 互联网金融的非经营性社会责任 …………………………………………284
10．3 社会责任与互联网金融营销过程 …………………………………………294

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