Sub positioning. 2、 Communication of Internet Bank Brand
In the Internet era, brand awareness depends on the strength of brand communication. Brand effect of traditional commercial banks Jing Fei can have the same impact on its online brand, and China Merchants Bank's online brand communication effect is far more than Its traditional brand. The spread of online brands can be carried out through traditional media, or through online media Communication. The establishment of online financial brand needs a strong communication channel Communication strength. A comprehensive communication system should be established to ensure the effect and quality of communication A. Internet banking brand The communication of the Internet should also combine electronic documents, online public relations, advertising and assistance activities, internal bureau city networks and users Intranet. Online brands can be spread by means of advertising, and use other websites for Banner exchange Exchange links and bind the advertising communication of traditional financial enterprises. Separate use of traditional advertising coal to spread network gold It is also feasible to touch brands. Targeted communication of electronic components is an economical and efficient means of brand communication Online financial touch brand communicates with users at zero distance. Of course, this method should pay more attention to marketing etiquette and business key Dejin avoids violating relevant laws and regulations and arousing users' aversion. The establishment and dissemination of online brands must be registered within the enterprise It is impossible to establish an effective online brand if we share information and reach consensus. Network public relations A two-way communication activity conducted by means of network interaction. This kind of information communication is needed to establish an online golden touch brand With Jiaoyou, we must ensure the operation and communication of this communication platform. The user intranet is a part of the local area network Open up to users, so that they can contact with the internal enterprise, so that users can become part of the enterprise as a service Business oriented network financial enterprises should regard this kind of communication.
3、 Maintenance of Internet Bank Brand
The market competition between commercial banks is essentially the competition of consumers, and consumer loyalty is the product of commercial pride The ideal soul world that brand marketing is pressing for. Brand is an intangible asset, which can bring huge profits to brand owners However, brand equity should be based on consumers' loyalty to the city. Brand is undoubtedly an asset. But the real asset It is the loyalty of consumers to the brand. If the online brand of a commercial bank lacks consumer loyalty, it is rare or even rare Without users' access and use, the vitality of online finance brand will be lost. Consumer to bank brand "Loyalty to the city" comes from the accumulation of thousands of brands in the process of consumption, and the satisfaction of network business depends on the use of The completeness, convenience, security, innovation and image of the customer to commercial bank network business. Only a well maintained network brand can bring competitiveness to commercial banks.
4、 Product Innovation of Internet Bank Brand
In order to create a viable brand, online banks must adhere to the golden touch innovation. Innovation through JinTouch not only To realize the innovation of financial products, services and management, brand innovation should be carried out from time to time to achieve brand extension. offer Give the brand new value. Keep the brand alive and fresh. Only customer-oriented, design high additional position Only innovative brands with distinctive characteristics can maintain strong vitality and improve the lasting competitiveness of online golden touch. Commercial bank The bank has broad prospects in the network business leader. Only by adhering to network product innovation and network customer innovation can we maintain The vitality of online brands. Commercial banks have shown a tendency of convergence in network business The bank brand loses its individuality, thus losing its competitive vitality. Must maintain innovation in network business and constantly enrich Content, improve user satisfaction, maintain the competitive edge, and make commercial banks always full of vitality. Chinese Internet finance is limited by interference in politics. There is no virtual bank yet. Personalized online financial touch service brand has been put into practice Practice. At present, the network finance provides the conventional business of commercial banks, which leads to the brand trend of network banks The phenomenon of same-sex is serious, which is not conducive to the establishment of an independent online golden touch brand image. Similar to www.eloan.com, The emergence of online financial brands with independent business color, such as www.esure.com, still needs time. But with the administration The policy is gradually liberalized. The prospect of China's online finance development is becoming clearer. The development of online financial contact business must be based on Innovation to achieve. The innovation of online golden touch can be reflected in the brand, through brand innovation and continuous development The product of online financial touch or personalized service of online finance. In the future competition of China's commercial banks, network Financial competition will play an important role.
5、 Network Public Relations of Network Finance Brand
Public relations have played an important role in the traditional marketing environment, and successfully awakened the vitality of a viable third party Interesting, invisible public relations have infinite power and strength to change people's behavior and increase brand awareness. past times. The general methods used in public relations activities are to hold activities, hold press conferences and distribute materials suitable for dissemination. Now, everything Both can be realized through the network. Moreover, the communication scope is wider, the communication time is flexible, and the cost is more appropriate Significant reduction. PR is to keep in touch with the public and conduct valuable communication. Every Everyone knows the importance of communication. An organization needs to keep talking with the public. At the same time, the public also Keep talking about the organization. Public relations organizations must be able to communicate through the Internet It is necessary to use online PR to enhance the brand image of online Golden Touch, and generally use online PR resources. Online PR tools It is a channel for communication with users. Basic network tools are the most commonly used, such as the Internet Guide. network Financial websites should not only have different business function buttons. A timely updated online briefing can bring you closer Distance from the public. The role of coal flow body is becoming more and more prominent. Using RSS can enable users to carry out personalized news Designers can get the information of online financial contact at the first time. Interactive function is a way for the public to solve problems by themselves collect With its favorable information, we can get the real needs and inner words of customers. The design of FAQs must take into account its public relations Functions. The message board must not be equipped with the function of automatic reply. This will make enterprises lose the first voice of listening to users At the same time, answering questions at the first time is also a way to improve the brand image
Customer relationship management (CRM) has become an effective tool for network enterprises to manage customer information. CRM is one A software system for managing customer relationship resources under three applications. By establishing a customer database, enterprises can analyze customers So as to obtain favorable customer behavior and provide basis for enterprise decision-making. Online PR can be effective To improve the relationship between online finance and customers and establish a good fixed relationship with customers. Through the distribution of customer capital Analyze the customized customer relationship management scheme of A, evaluate the customer's lifelong price hatred (LTV), and make the online banking brand loyal Honesty has been improved to the maximum extent.
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