Brief Analysis on the Current Situation and Problems of Brand Advertisement in China 's Internet Financial Industry

DOI

10.2991/emcs-17.2017.387How to use a DOI?

Keywords

Internet Financial Industry; Brand Communication; Status; Problem

Abstract

In recent years, Internet thinking is like a Renaissance of contemporary Chinese financial industry. It is profoundly changing the pattern and development of traditional financial industry. In the traditional industry, the formation and dissemination of a brand sometimes need dozens or even hundreds of years for accumulation and promotion, and in today, some emerging Internet financial brand from birth to a household name, just needing ten months' time. It can be seen that brand communication is essential for the development of Internet financial enterprises, and is the most critical part impacting consumer brand selection behavior. Based on the development reality of China's Internet financial industry, this paper chooses the brand communication perspective to study the present situation of the development of Internet financial industry brand, and analyzes the problems of brand communication as the basis for the brand communication and provide analysis reference for the actual business managers.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - En Deng
AU  - Yuanji Huang
PY  - 2017/03
DA  - 2017/03
TI  - Brief Analysis on the Current Situation and Problems of Brand Advertisement in China 's Internet Financial Industry
BT  - Proceedings of the 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017)
PB  - Atlantis Press
SP  - 2065
EP  - 2070
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-17.2017.387
DO  - 10.2991/emcs-17.2017.387
ID  - Deng2017/03
ER  -