• Published Papers
  • Open Access
  • An Innovative Marketing Model Based on AIDA: - A Case from E-bank Campus-marketing by China Construction Bank
  • DOI: 10.4236/ib.2013.53B010   PP.47 - 51, Pub. Date: November 8 , 2013
  • Author(s)
  • Jiangyu Li, Haibo Yu
  • In mature marketing, general perception towards AIDA is that most enterprises will lay emphasis directly on value proposition of a product or services, and encourage clients going to each step of AIDA layers, finally to increase the total number of final step, say enlarging the number of actual buying action. However to some extent, the efficiency of such a simple model appears strongly inadequate. Based on AIDA theory and market feature of universities via e-bank at China Construction Bank (CCB) , this paper has introduced a new marketing model which present a new value proposition (new value proposition is attempting to focus on practical-teaching innovation and job competency improvement) to accelerate AIDA marketing activities at university market, the outcome further helps to grow AIDA at bigger market groups. Finding of this paper shows new model greatly improved marketing efficiency of e-bank services from CCB at university market, and it also unfolds a new perspective in marketing of the enterprises.

  • Marketing Model; Internet Marketing; AIDA Model; New Value Proposition
  • References
  • [1] yicai.com, ¡°Commercial Banks to Transform,¡± Electronic Channels to win. http://www.yicai.com/news/2011/12/1286152.html

    [2] H. Zhang and H. S. Liang, ¡°Impact and Analysis of the 3rd party Payment on Commercial Banks,¡± Shenzhen Finance,2012

    [3] F. Yang, ¡°Facing Problems of Similarities in E-banks,¡± 2008. http://bank.jrj.com.cn/2008/05/000003618013.shtml

    [4] CNNIC, Statistical Reports on the Internet Development in China, 2012. http://www.cnnic.org.cn/hlwfzyj/hlwxzbg/201201/P020120709345264469680.pdf.

    [5] A. Mackey, ¡°The Practice of Advertising,¡± Elsevier Butterworth, Fifth Edition, Sydney, Australia,2005

    [6] CCB, 2012, http://www.ccb.com

    [7] J. Steve, ¡°The Internet Goes to College: How Students are Living in the Future with Today¡¯s Technology,¡± Pew Internet and American Life Project, 2002. http://www.eric.ed.gov/PDFS/ED472669.pdf.

    [8] Annual Survey on, ¡°College Students and Information Technology,¡± 2010, http://www.educause.edu/.

    [9] L. M. Liang and J. M. Zhao, ¡°Study on Internet Behavior of Freshman at College,¡± E-Education Research, Vol. 237, No. 1, 2013, pp. 41-46.

    [10] Y. C. Li, nearly 7 Million College Students are in Grim Employment Situation, 2013. http://china.caixin.com/2013-04-26/100521164. html.

    [11] Ministry of Education, Few Suggestions on Improving Higher Education Quality, 2012, http://www.gov.cn/zwgk/2012-04/20/content_2118168.htm

    [12] K. Y. Li, N. Lu and Y. Liu, ¡°Treat the Problem of the College Students Employment with a Developing Perspective,¡± 2007. http://news.xinhuanet.com/edu/2007-04/25/content_6025493.htm

    [13] J. P. Pu, ¡°Some Opinions on the Problems of the Employment,¡± 2005. http://www.eol.cn/article/20050513/3137142.shtml

    [14] P. Zhao, ¡°The Investigation of the Employment Condition of the Graduate,¡± 2006. http://article.zhaopin.com.

    [15] Newwinner, 2012, Newwinner. Cn.

    [16] X. D. Liu, ¡°Effects of Factors Render the Diversification of Network Payment,¡±. http://www.cnnic.cn/hlwfzyj/fxszl/fxswz/201209/t20120921_36460.htm

  • Countdown
  • 0 days
Facebook   Twitter   Linkedin   Skype   Sina
Important Dates
August 24-26, 2014
Paper or Abstract Submission Due:
July 9, 2014
Early Bird Registration due for Accepted Paper or Abstract: 10 days after acceptance notification
Early Bird Registration due for Audience:
Contact Us
Tel : +86 - 155 2742 6990

Past Conference: MASS 2013
Past Proceedings: MASS 2013
Copyright © 2015 Engineering Information Institute. All rights reserved.