中国农业银行公主岭支行微信营销策略研究

发布时间：2018-06-13 05:59

本文选题：微信公众平台 + 微信营销　；参考：《吉林财经大学》2017年硕士论文

【摘要】：移动互联网已经走入千家万户,对人们生活的各个方面都产生前所未有的影响。在发展的过程中出现的各种新兴的网络服务,更是这种改变的具体体现,特别是社交媒体微信的深入,它跟着人们随身携带的移动设备,将互联网完全渗透到人们日常生活中,微信营销随之走进了各行各业,尤其是互联网金融出现了崭新的变化。微信营销作为商业银行一种新的营销方式,它的低成本、高性价比的优势成为商业银行不可忽视的服务渠道,商业银行的微信营销的发展情况将决定其在移动金融领域的地位。因此,传统银行业为了抵抗新型金融模式的冲击,把微信营销的精准性和便利性融入到服务当中,使得银行为用户提供更精准的品牌推广服务和更加方便快捷的业务服务。本文旨在对中国农业银行公主岭支行(以下简称“农行公主岭支行”)微信营销现状进行分析后提供更加适合于该行的微信营销策略。首先,介绍了微信营销兴起的过程和农业银行发展期望以及农行公主岭支行现状,又通过文献研究方法来梳理相应的国内外文献,还采取问卷调查进一步研究。其次,通过产品和服务类别对农行公主岭支行微信营销的市场进行细分并发放调查问卷,运用STP战略分析,再对细分市场进行定位,运用SWOT分析法通过了解农行公主岭支行微信营销的现状分析出该行的优势、劣势、机会和威胁,发现了农行公主岭支行在微信营销方面存在的问题并分析原因。最后,根据存在问题的原因制定出农行公主岭支行微信营销的策略:明确市场细分、增强互动交流、线上线下交叉营销及强化平台建设;提出实施保障措施:完善组织制度、加强服务保障、加强风险管控。希望通过研究,不仅可以给农行公主岭支行微信营销提出可借鉴的思路,而且也希望可以为各商业银行在微信营销方面提供一些有价值的参考。
[Abstract]:The mobile Internet has entered thousands of families and has an unprecedented impact on all aspects of people's life. The emerging network services in the process of development are the concrete embodiment of this kind of change, especially the depth of social media WeChat, which follows the mobile devices that people carry with them and penetrated the Internet completely. In people's daily life, WeChat marketing has come into all walks of life, especially the Internet finance has changed. As a new marketing way of commercial banks, WeChat marketing has become a service channel that commercial banks can not ignore, and the development of WeChat marketing of commercial banks will be developed. To determine its position in the field of mobile finance, the traditional banking industry, in order to resist the impact of the new financial model, integrates the precision and convenience of WeChat marketing into the service, making the bank provide users with more accurate brand promotion services and more convenient and quick business services. This article is aimed at Gongzhuling Agricultural Bank of China. The branch (hereinafter referred to as "the Gongzhuling branch of Agricultural Bank of China") provides a more suitable marketing strategy for WeChat after analyzing the current situation of WeChat marketing. First, it introduces the process of the rise of WeChat marketing, the development expectation of Agricultural Bank and the current situation of the Gongzhuling branch of the Agricultural Bank of China, and also combs the relevant domestic and foreign literature through the research method of the article. Secondly, through the product and service category, the market of WeChat marketing in Gongzhuling branch of Agricultural Bank of China is subdivided and the questionnaire is issued. STP strategic analysis is used to locate the market, and the advantages of WeChat marketing in Gongzhuling branch of Agricultural Bank of China are analyzed by using the analysis method of Gongzhuling branch of Agricultural Bank of China. Inferiority, opportunity and threat, found the problems existing in the marketing of the Gongzhuling branch of the Bank of Agricultural Bank of China and analyzed the reasons. Finally, according to the reasons for the existing problems, the strategy of WeChat marketing in the Gongzhuling branch of the Agricultural Bank of China was formulated: the market segmentation, the enhancement of interactive communication, the online and offline cross marketing and the strengthening of the platform construction; and the implementation of the safeguard measures. In the hope of improving the organization system, strengthening the service guarantee and strengthening the risk management and control, I hope that through the research, we can not only give a reference to the WeChat marketing of the Gongzhuling branch of the Agricultural Bank of China, but also hope that it can provide some valuable reference for the commercial banks in WeChat marketing.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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