Reporting a Case of an Innovative Marketing Model Based on AIDA from E-bank Campus-marketing by China Construction Bank

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, in considering of marketing features of China universities and ebank
service features provided by China Construction Bank, 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, and It has expanded its influence scale in the university market by
transmission of social network, value identification and action identification. the outcome of AIDA as
the beginning value proposition (the convenience of bank services for individual) further helps to grow
AIDA at bigger market groups., eventually become a franchise AIDA community. Finding of this paper
shows new model greatly improved marketing efficiency of e-bank services from China Construction
Bank at university market, and it also unfolds a new perspective in marketing of the enterprises. The
introduction of this model obtained big success. According to our preliminary statistic, participant
number is getting bigger in three consecutive year events, about 200 thousands students involved,
and about 150 thousands became direct clients of e-bank at CCB. The people influenced either
college students or Internet users are more than 30 million.