Cross-border Marketing Mode for Commercial Banks in Mobile Internet Era

DOI

10.2991/assehr.k.191221.040How to use a DOI?

Keywords

Mobile Internet Era, Commercial Banks, Cross-Border Marketing

Abstract

The mobile Internet era breaks the original closed business model and changes people’s way of life and consumption. Cross-border marketing can open up new living space for enterprises or brands, and also can make brands glow with new vitality due to superimposed synergies. Taking commercial banks as the research object, this work discussed how commercial banks conduct cross-border marketing. Based on the necessity of cross-border marketing by commercial banks, the principle, which commercial banks should grasp cross-border marketing, was clarified. Combined with the characteristics of commercial banks, how to carry out cross-border marketing was clarified into four aspects: product cross-border, channel cross-border, promotion cross-border, and cultural cross-border.

Copyright

© 2020, 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  - Xuehong Zhao
PY  - 2020
DA  - 2020/01/09
TI  - Cross-border Marketing Mode for Commercial Banks in Mobile Internet Era
BT  - Proceedings of the 2019 3rd International Conference on Education, Economics and Management Research (ICEEMR 2019)
PB  - Atlantis Press
SP  - 169
EP  - 171
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.191221.040
DO  - 10.2991/assehr.k.191221.040
ID  - Zhao2020
ER  -