摘要
移动互联网时代下的金融企业顾客拥有更多接触目标产品及目标服务的渠道,日益明晰的顾客集聚效应以及新型社群营销模式高销售效率、低成本、高复购率等优势开始受到更多金融企业关注。为梳理清晰移动互联网时代金融企业虚拟社群构建的一般路径,本文以社群理论为基础,采用单案例方法分析典型金融企业的营销实践探索。研究发现:从公域流量引流、锚定、圈养形成的私域流量池是虚拟社群构建的基础,通过规范性和信息性社会影响作用于顾客参与行为的关键步骤,进而形成品牌和特色社群构成的多元社群群落。
In the era of mobile internet,financial enterprise customers have more channels to contact their target products and services.The increasingly obvious customer clustering effect and the advantages of the new community marketing model,such as higher sales efficiency,lower costs,and higher repurchase rates have begun to attract more financial enterprises'attention.In order to clearly comb the general path of community construction of financial enterprises in this era,this paper uses Community Theory as the foundation and takes the single-case analysis methods for analyzing the practices of the typical financial enterprises.The result finds that the foundation of virtual community construction is the private domain flow pool which is formed from the public domain flow drainage,anchoring and captive.The key step lies in the acting on the customers'participative behaviors through the normative and informational effects,thus,a multi-community composed of brand and characteristic communities is formed.
作者
郭净
朱家喜
Guo Jing;Zhu Jiaxi(Research Center of Financial Innovation and Risk Management,Hebei Finance University,Baoding 071051,Hebei,China;Graduate Department of Hebei Finance University,Baoding 071051,Hebei,China)
出处
《金融发展研究》
北大核心
2020年第12期68-77,共10页
Journal Of Financial Development Research
基金
河北省教育厅人文社会科学重大课题攻关项目“金融科技‘负责任创新’及其监管体系研究”(ZD202019)。
关键词
金融企业
虚拟社群
单案例研究
私域流量
规范性社会影响
信息性社会影响
financial enterprises
virtual community
single-case study
private domain flow
normative social impact
informative social impact
