农行秦皇岛分行微信营销策略研究

发布时间：2017-12-30 21:17

本文关键词：农行秦皇岛分行微信营销策略研究　出处：《燕山大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,互联网金融快速发展,使得银行与用户之间的沟通变得越来越便捷与及时,新的商业营销模式给传统的银行业务造成了空前的压力。微信作为中国移动互联网时代最成功的一款应用,其广泛的使用群体及低成本等特性,释放了广阔的发展空间和市场前景。旨在为企业提供更前卫的新型营销渠道和更精准品牌推广服务的微信公众平台给商业银行带来了新的营销渠道。本文以笔者所供职的农业银行秦皇岛分行为例,旨在研究农行秦皇岛分行基于微信公众平台下的营销策略。首先,回顾了微信和微信公众平台兴起的过程和各金融机构利用微信平台进行营销的现状。其次,梳理相应的经典理论文献,采用文献研究、案例研究、调查法等研究方法。再次,从分析农行秦皇岛分行微信营销的内外部环境入手,发现了农行秦皇岛分行在微信营销方面存在的问题,并运用SOWT分析对农行秦皇岛分行微信营销的优势、劣势、机会和威胁进行了分析。通过发放调查问卷,对农行秦皇岛分行微信营销的市场进行细分,并对细分市场进行定位。最后,制定出农行秦皇岛分行微信营销的策略和实施保障措施。通过本研究,希望可以为农行秦皇岛分行微信营销提出新的思路和措施,同时也为同业中其他企业提供一些参考和启示。
[Abstract]:In recent years, the rapid development of Internet banking, so that between the bank and the user's communication becomes more and more convenient and timely, new business marketing mode caused unprecedented pressure to the traditional banking business. WeChat China Mobile Internet era as one of the most successful applications, the characteristics of widely used group and low cost, the release of development broad space and market prospect. In order to provide a new marketing channel more avant-garde and more accurate brand promotion service of WeChat public platform for the enterprise to commercial banks has brought new marketing channels. In this paper, the author worked for the Qinhuangdao branch of the Agricultural Bank as an example, to study the Agricultural Bank of China Qinhuangdao branch of WeChat public platform marketing strategy based on the. First, review the current situation of WeChat and WeChat rise of public platform and financial institutions use the WeChat platform marketing. Secondly, combing. The classical theory of literature, case study, using literature research, survey research methods. Thirdly, from the analysis of the Agricultural Bank of China Qinhuangdao branch of WeChat marketing environment, found in the WeChat marketing of Agricultural Bank of China Qinhuangdao branch, and the use of SOWT analysis of the Agricultural Bank of China Qinhuangdao branch of WeChat marketing advantages, disadvantages, opportunities and the threat was analyzed. Through questionnaires, breakdown of the Agricultural Bank of China Qinhuangdao branch of WeChat marketing, and positioning of the market segments. Finally, develop the Agricultural Bank of China Qinhuangdao branch of WeChat marketing strategy and the implementation of security measures. Through this study, hope to put forward new ideas and measures for the Agricultural Bank of China Qinhuangdao branch of WeChat marketing. At the same time to provide some reference and Enlightenment to other enterprises in the industry.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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