本書立足于“互聯(lián)網(wǎng)金融”平臺運(yùn)營理念和方法，以真實、客觀的互聯(lián)網(wǎng)金融平臺運(yùn)營為典型案例，從“實操”的層面提綱挈領(lǐng)地論述互聯(lián)網(wǎng)金融平臺的推廣方法與技巧，并從社會化媒體營銷的多個角度簡述互聯(lián)網(wǎng)金融平臺的基本營銷方法。

作者從互聯(lián)網(wǎng)金融平臺的品牌市場運(yùn)營切入，指出互聯(lián)網(wǎng)金融中的互聯(lián)網(wǎng)屬性是運(yùn)營互聯(lián)網(wǎng)金融平臺的首要革命力量。

本書通過闡述互聯(lián)網(wǎng)金融品牌打造的營銷方法，從品牌和公關(guān)的角度說明互聯(lián)網(wǎng)金融平臺運(yùn)營的大營銷思維。

余軍，

現(xiàn)任團(tuán)貸網(wǎng)首席執(zhí)行官、鴻特科技（股票代碼：300176.SZ）非獨立董事。畢業(yè)于華南理工大學(xué)，香港城市大學(xué)EMBA在讀。曾擔(dān)任廣東互聯(lián)網(wǎng)協(xié)會副會長，是中國企業(yè)自媒體智庫專家委員，華南理工大學(xué)校企導(dǎo)師，著有《社會化媒體下的互聯(lián)網(wǎng)金融》《我的互聯(lián)網(wǎng)金融運(yùn)營觀》等專業(yè)暢銷書。

第一章 數(shù)字時代的營銷·······························1

一、營銷的問題就是媒介的問題····························2

二、互聯(lián)網(wǎng)思維下的媒介分類：冷媒介與熱媒介·····················3

三、熱媒介傳遞冷信息，冷媒介傳遞熱信息·······················3

四、營銷理論的變遷·································4

五、內(nèi)容營銷：從“創(chuàng)意極致”到“內(nèi)容極致”·····················8

六、“場景+智能”塑造未來營銷新內(nèi)核?·······················11

七、人工智能（AI）對營銷的影響 ··························14

八、企業(yè)就是媒體：大數(shù)據(jù)助力精準(zhǔn)營銷························16

九、深刻理解用戶··································18

十、勇于面對全新營銷模式的挑戰(zhàn)···························20

第二章 當(dāng)今營銷理論的核心特點：4I模型 ·······················22

一、數(shù)字營銷個體的識別（individual?identification） ················23

二、數(shù)字營銷即時的信息（instant?message） ·····················26

三、數(shù)字營銷互動的溝通（interactive?communication） ················29

四、數(shù)字營銷“我”的個性化（I） ···························32

五、數(shù)字營銷的核心是大數(shù)據(jù)······························35

六、營銷人需要具備的意識與能力····························37

第三章 品牌定位是營銷戰(zhàn)略的基礎(chǔ)···························44

一、互聯(lián)網(wǎng)金融的營銷特點·······························44

二、品牌的SWOT分析和診斷 ······························45

三、品牌認(rèn)知度調(diào)查研究································68

四、品牌定位是營銷策略的基礎(chǔ)·····························72

五、品牌知識管理：企業(yè)大學(xué)······························74

第四章 傳播就是營銷： 客廳營銷戰(zhàn)略 ·························80

一、傳播就是營銷···································80

二、互聯(lián)網(wǎng)電視的興起·································80

三、互聯(lián)網(wǎng)電視將成為媒介組合標(biāo)配···························81

四、“客廳人群”與綜合金融服務(wù)的邏輯·························82

五、互聯(lián)網(wǎng)電視與互聯(lián)網(wǎng)金融營銷藍(lán)?！ぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁ?2

六、團(tuán)貸網(wǎng)互聯(lián)網(wǎng)電視投放案例·····························83

七、碎片化傳播····································92

第五章 品牌超級IP的塑造及運(yùn)營 ····························94

一、品牌IP概述 ···································95

二、優(yōu)秀IP運(yùn)營案例分析 ·······························95

三、互聯(lián)網(wǎng)金融IP運(yùn)營分析 ······························100

四、團(tuán)貸網(wǎng)的IP戰(zhàn)略 ·································102

五、團(tuán)貸網(wǎng)品牌IP的內(nèi)容打造之路 ···························104

六、團(tuán)貸網(wǎng)品牌IP的運(yùn)營特點 ·····························107

七、打造互聯(lián)網(wǎng)金融的超級IP ·····························109

八、互聯(lián)網(wǎng)金融超級IP的運(yùn)營 ·····························110

第六章 社會化企業(yè)與品牌開放日····························114

一、企業(yè)開放日興起的背景、目的與意義·························114

二、國內(nèi)部分大企業(yè)開放日案例分析···························116

三、團(tuán)貸網(wǎng)開放日的營銷戰(zhàn)略思路····························121

四、團(tuán)貸網(wǎng)開放日七大類型·······························122

五、團(tuán)貸網(wǎng)開放日具體目標(biāo)階段性規(guī)劃··························123

六、團(tuán)貸網(wǎng)開放日短、中、長期規(guī)劃理論依據(jù)·······················124

第七章 公關(guān)第一，廣告第二······························128

一、公關(guān)不出錯，品牌不出丑?·····························128

二、互聯(lián)網(wǎng)金融企業(yè)的公益特點·····························130

三、精準(zhǔn)公益助力實體經(jīng)濟(jì)·······························133

四、互聯(lián)網(wǎng)金融公益項目的維度·····························134

五、互聯(lián)網(wǎng)金融公益項目的傳播管理···························136

六、互聯(lián)網(wǎng)金融公益項目的制作管理···························138

七、東莞國際馬拉松公益活動······························142

八、簡單工作室：高比例原創(chuàng)與重度參與·························145

第八章 打造企業(yè)雇主品牌·······························146

一、品牌的基因來自企業(yè)文化與價值觀··························146

二、互聯(lián)網(wǎng)金融企業(yè)文化的特征·····························151

三、內(nèi)部雇主品牌建設(shè)：人才體驗式管理·························152

四、外部雇主品牌建設(shè)：像做營銷一樣將企業(yè)的雇主品牌廣而告之··············154

第九章 區(qū)塊鏈時代已經(jīng)到來······························158

一、區(qū)塊鏈變革臨界點到來·······························158

二、區(qū)塊鏈?zhǔn)且粋€全球分布式的儲備金··························159

三、因為信任所以簡單：聰明的機(jī)制與可信的賬本·····················160

四、區(qū)塊鏈的核心特點·································162

五、互聯(lián)網(wǎng)金融將進(jìn)入?“區(qū)塊鏈+”時代 ························163

六、區(qū)塊鏈技術(shù)對市場營銷的影響····························164

第十章 不要與趨勢為敵································167

一、共享經(jīng)濟(jì)時代···································167

二、共享經(jīng)濟(jì)的商業(yè)形態(tài)································169

三、未來已經(jīng)來臨···································170

四、當(dāng)前思維與當(dāng)前問題································171

五、不要與趨勢為敵··································171

參考文獻(xiàn)·······································174