School of Economic & Business Administration, Beijing Normal University, Beijing, China. Beijing Rep Office, Sun Life Assurance Company of Canada, Beijing, China.
In mature marketing, general perception
towards AIDA is that most enterprises will lay emphasis directly on value proposition
of a product or services, and encourage clients going to each step of AIDA
layers, finally to increase the total number of final step, say enlarging the
number of actual buying action. However to some extent, the efficiency of such a
simple model appears strongly inadequate. Based on AIDA theory and market
feature of universities via e-bank at China Construction Bank (CCB) , this paper has introduced a
new marketing model which present a new value proposition (new value
proposition is attempting to focus on practical-teaching innovation and job
competency improvement) to accelerate AIDA marketing activities at university
market, the outcome further helps to grow AIDA at bigger market groups. Finding
of this paper shows new model greatly improved marketing efficiency of e-bank
services from CCB at university market, and it also unfolds a new perspective
in marketing of the enterprises.
J. Li and H. Yu, "An Innovative Marketing Model Based on AIDA: - A Case from E-bank Campus-marketing by China Construction Bank," iBusiness, Vol. 5 No. 3, 2013, pp. 47-51. doi: 10.4236/ib.2013.53B010.
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