本书立足于“互联网金融”平台运营理念和方法，以真实、客观的互联网金融平台运营为典型案例，从“实操”的层面提纲挈领地论述互联网金融平台的推广方法与技巧，并从社会化媒体营销的多个角度简述互联网金融平台的基本营销方法。 作者从互联网金融平台的品牌市场运营切入，指出互联网金融中的互联网属性是运营互联网金融平台的首要革命力量。 本书通过阐述互联网金融品牌打造的营销方法，从品牌和公关的角度说明互联网金融平台运营的大营销思维。

**章 数字时代的营销·······························1 一、营销的问题就是媒介的问题····························2 二、互联网思维下的媒介分类：冷媒介与热媒介·····················3 三、热媒介传递冷信息，冷媒介传递热信息·······················3 四、营销理论的变迁·································4 五、内容营销：从“创意**”到“内容**”·····················8 六、“场景+智能”塑造未来营销新内核?·······················11 七、人工智能（AI）对营销的影响 ··························14 八、企业就是媒体：大数据助力精准营销························16 九、深刻理解用户··································18 十、勇于面对全新营销模式的挑战···························20 第二章 当今营销理论的核心特点：4I模型 ·······················22 一、数字营销个体的识别（individual?identification） ················23 二、数字营销即时的信息（instant?message） ·····················26 三、数字营销互动的沟通（interactive?communication） ················29 四、数字营销“我”的个性化（I） ···························32 五、数字营销的核心是大数据······························35 六、营销人需要具备的意识与能力····························37 第三章 品牌定位是营销战略的基础···························44 一、互联网金融的营销特点·······························44 二、品牌的SWOT分析和诊断 ······························45 三、品牌认知度调查研究································68 四、品牌定位是营销策略的基础·····························72 五、品牌知识管理：企业大学······························74 第四章 传播就是营销： 客厅营销战略 ·························80 一、传播就是营销···································80 二、互联网电视的兴起·································80 三、互联网电视将成为媒介组合标配···························81 四、“客厅人群”与综合金融服务的逻辑·························82 五、互联网电视与互联网金融营销蓝海··························82 六、团贷网互联网电视投放案例·····························83 七、碎片化传播····································92 第五章 品牌**IP的塑造及运营 ····························94 一、品牌IP概述 ···································95 二、**IP运营案例分析 ·······························95 三、互联网金融IP运营分析 ······························100 四、团贷网的IP战略 ·································102 五、团贷网品牌IP的内容打造之路 ···························104 六、团贷网品牌IP的运营特点 ·····························107 七、打造互联网金融的**IP ·····························109 八、互联网金融**IP的运营 ·····························110 第六章 社会化企业与品牌开放日····························114 一、企业开放日兴起的背景、目的与意义·························114 二、国内部分大企业开放日案例分析···························116 三、团贷网开放日的营销战略思路····························121 四、团贷网开放日七大类型·······························122 五、团贷网开放日具体目标阶段性规划··························123 六、团贷网开放日短、中、长期规划理论依据·······················124 第七章 公关**，广告第二······························128 一、公关不出错，品牌不出丑?·····························128 二、互联网金融企业的公益特点·····························130 三、精准公益助力实体经济·······························133 四、互联网金融公益项目的维度·····························134 五、互联网金融公益项目的传播管理···························136 六、互联网金融公益项目的制作管理···························138 七、东莞国际马拉松公益活动······························142 八、简单工作室：高比例原创与重度参与·························145 第八章 打造企业雇主品牌·······························146 一、品牌的基因来自企业文化与价值观··························146 二、互联网金融企业文化的特征·····························151 三、内部雇主品牌建设：人才体验式管理·························152 四、外部雇主品牌建设：像做营销一样将企业的雇主品牌广而告之··············154 第九章 区块链时代已经到来······························158 一、区块链变革临界点到来·······························158 二、区块链是一个全球分布式的储备金··························159 三、因为信任所以简单：聪明的机制与可信的账本·····················160 四、区块链的核心特点·································162 五、互联网金融将进入?“区块链+”时代 ························163 六、区块链技术对市场营销的影响····························164 第十章 不要与趋势为敌································167 一、共享经济时代···································167 二、共享经济的商业形态································169 三、未来已经来临···································170 四、当前思维与当前问题································171 五、不要与趋势为敌··································171 参考文献·······································174