支付宝平台余额宝业务营销策略研究_市场营销.doc

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摘要:随着余额宝的面世,实现了用户量和金额的剧增,促进了互联网金融的发展,同时也引发了一系列的争论。本文首先通过市场细分策略和产品组合策略进行余额宝营销策略现状的研究,指出余额宝存在的问题,认为余额宝营销模式易于被复制,难以建立相互信赖的客户关系,风险提示不到位和较高的收益率难以长久保持。余额宝需要针对这些问题做出如下改进:(1)突出自身特色,保持核心竞争力;(2)适当细分客户,建立品牌忠诚度;(3)加强抗风险能力,注重消费者教育;(4)多做有益尝试,探索与银行的合作。

关键词:余额宝 平台 互联网金融 营销策略

 

Abstract: The appearance of the Yuebao results in the surge in users  amount and promotes the development of the Internet financial, but it also leads to a series of debate. Through the market segmentation strategy and product mix strategy, such problems of Yuebao have been found as the marketing model which is easy to be copied, the customer relationship which is difficult to establish, the risk tip which does not reach the designated position and the high yield which is hard to maintain for a long time. I give a few suggestions about how to keep advantages in the increasingly fierce competition: (a) Highlight the characteristics of its own, and maintain the core competitiveness (b)Segment customers properly and build brand loyalty (c) Strengthen the anti-risk ability, and pay attention to consumer education (d) Do more beneficial attempt, and explore cooperation with Banks.

Key words: Yuebao  platform  internet finance  marketing strategy

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