摘    要随着移动互联网时代的全面到来和“互联网+”概念的提出与发展，具有金融和中介双重属性的P2P网贷一方面平台数越来越多，另一方面监管条例出台，竞争环境日益激烈。如何成功打造一个具有品牌知名度和影响力，引发投资者用户的兴趣、关注和认可、可持续发展的品牌，成了业内人士追寻的焦点。本课题就是以P2P网贷平台“铜掌柜”为对象，基于效果层次模型，从服务品牌培育的认知-情感-行动等三个阶段的思路，分析自身平台的特色，制定相匹配的品牌塑造策略并予以实践，进行推广。在获取品牌塑造经验和建议，给其他中小P2P网贷平台提供借鉴意义。88418

With the full arrival of the mobile Internet era and the "Internet +" concept proposed and development, on the one hand P2P network loan platforms which have both financial and intermediary properties became more and more，and other hand the regulations promulgated, the competitive environment is becoming more and more intense。How to successfully create a brand awareness and influence, triggering the interests of investors, attention and recognition, sustainable development of the brand, has become the focus of the industry to pursue。 This topic is based on the P2P network loan platform "Tong Zhang Gui" as the object, based on the effect hierarchical model, from the service brand cultivation of cognition - emotion - action three stages of thinking, analysis of their own platform characteristics, to develop a matching brand Strategy and practice and promote。 After gaining the experience and suggestion of brand branding, this paper can provide reference for other small and medium P2P network loan platform。

毕业论文关键词：品牌塑造；效果层次模型；铜掌柜；P2P

    Keyword: Brand-building；effect hierarchical model； Tong Zhang Gui；P2P

目    录

1 引言 4

1。1 选题背景和意义 4

1。2 研究内容 5

1。3 研究方法 5

1。4 本文创新 6

2 文献综述 6

2。1 效果层次模型源Y于Y优E尔Y论L文W网wwW.yOueRw.com 原文+QQ752018.766 研究 6

2。2 传统金融行业品牌塑造研究 6

2。3 互联网金融品牌形象传播研究 7

2。4 P2P网贷品牌建设研究 7

2。5 研究中存在的问题 7

3 我国P2P网贷品牌塑造图景与反思 7

3。1 我国P2P网贷品牌特性 7

3。2 我国P2P网贷品牌塑造存在问题 8

4 关于P2P网贷品牌塑造基于效果层次模型的认知 9

4。1 效果层次模型的定义 9

4。2