摘要
互联网的发展给金融业带来了很多明显的变化,移动互联网日渐普及使互联网金融的应用
有了更广阔的用户基础。投融资和网络结合又产生了金融脱媒的网络投融资模式。人们在网上
筛选投融资项目的需求日益强烈,然而面对纷杂的投融资网站,该如何选择可信的投融资网站
和优质的投融资项目成为一个现实的问题。x公司推出的网络投融资导航平台,通过内部的风
险控制评审评级机制和信息分析能力,对接网络投融资者和投融资网站,提供第三方客观公正
的信息中介服务,有利于网络投融资的健康发展。投融资导航平台为客户所接受和认可则需要
进行全程的营销推广,以达到引流、蓄流、分流的导航作用。

本文对网络投融资导航平台的背景、现状、导航平台营销模式进行了系统介绍,通过调研
问卷分析、文献研究、例证分析等方法,得出了导航平台营销的目标客户和市场规模,界定了
投资者中的长尾人群是网络投融资导航的目标人群。在此基础上明确了导航平台的总体营销思
路。针对建设阶段给出了以客户体验为核心的市场导向建设方案,即以市场导向进行网站架构
的搭建,页面方案设计,辅之以预热营销手段。针对运营阶段则对营销重点展幵了比较细致旳
论述,认为运营阶段重点是要树立x公司网络投融资导航平台的第三方信用的客观和中立性
形象,引导导航平台的客户对接符合自己需求的网络投融资产品。具体营销手段包括搜索优化
营销、电邮营销、口碑营销等。

关键词:网络投融资,导航平台,全程营销
北方工业大学硕士学位论文
Entire-process Marketing Plan Design of Online Investment and Financing
Navigation Platform for X Company
Abstract
With the development of the internet, great changes have taken place in the financial industry, and
with the mobile internet popularity, the application of the internet finance has obtained a wider
support by users. Investment and financing is combined with the network, which has created a
network investment and financing mode of the financial disintermediation. People have the
increasingly strong demand for screening the investment and financing projects, but in the face of
so many investment and financing websites on the internet, it is essential for people how to choose
credible financing websites and investment and financing projects with high quality. X Company has
established an online investment and financing navigation platform. Through the internal risk
control review ranking mechanism and information analysis capabilities, this platform can connect
network investment and financing websites with investors; and provide the objective; fair
information intermediary service for the third party; promoting the healthy development of the
network investment and financing. Customers39; acceptance and recognition on the investment and
financing navigation platform need the entire-process marketing promotion to achieve drainage,
storage; and diversion of navigation.
In this paper; the network investment and financing platform background, status quo, and
navigation platform marketing modes are respectively introduced. Through the analysis of
questionnaire, literature research, case analysis and other methods, the marketing target customers
and market size of the navigation platform are obtained, and the investors in the long- tail group
are defined as the target group of the network investment financing navigation. On the basis of the
above, the overall marketing idea for navigation platform becomes clear. At the construction stage;
the market-oriented construction plan for the customer experience as the core is worked out,
namely designing the website framework and page is guided by the market, supplemented by some
preheating marketing means. As for the operation stage, this paper presents more detailed
discussion about marketing, putting forward the idea/that the key work at the operation stage is to
establish a creditable, objective and neutral image for X Company network investment and
financing platform as the third party; and is to guide investors to choose the investment and
financing products which can meet their demand. Specific marketing means include search
optimization marketing, email marketing, and word-of-mouth marketing.
Keywords: online investment arid financing, navigation platform, entire-process
marketing