Reporting a Case of an Innovative Marketing Model Based on AIDA from E-bank Campus-marketing by China Construction Bank | Chapter 7 | Insights into Economics and Management Vol. 4

In mature marketing, the general understanding of AIDA is that most businesses will specifically concentrate on the value proposition of a product or service and enable consumers to go to each level of AIDA layers, eventually to increase the total number of final steps, i.e. to increase the number of real purchase acts. To some extent, however, the usefulness of such a simple model tends to be extremely inadequate. In considering the marketing features of Chinese universities and ebank service features offered by China Construction Bank, this paper has implemented a new marketing model based on AIDA theory that introduces a new value proposition (new value proposition seeks to concentrate on new value proposition Innovation in realistic teaching and development of job skills) to speed up AIDA's marketing activities in the university market, and to extend its scale of impact in the university market through social network transmission, value recognition and action identification. The effect of AIDA as the starting value proposition (the convenience of individual bank services) further helps to expand AIDA in wider consumer segments. Ideally, AIDA will become a franchise community. The finding of this paper illustrates a new model of dramatically improved marketing performance of China Construction Bank e-bank services on the university market, and also develops a new perspective on marketing of e-bank services. Undertakings. Huge success was achieved with the implementation of this model. According to our preliminary figures, the number of participants in three consecutive year events is growing, involving about 200,000 students, and about 150,000 have become direct e-bank customers at the CCB. There are more than 30 million people affected, either college students or internet users.

Author (s) Details

Li Jiangyu
Business School, Beijing Normal University, Beijing, China.

Yu Haibo
Beijing Rep Office, Sun Life Assurance Company of Canada, Beijing, China.

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