我国商业银行微信营销现状及效果的实证分析

发布时间：2018-01-04 01:03

本文关键词：我国商业银行微信营销现状及效果的实证分析　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：2010年11月,微信1.0测试版本的发布出现,使其成为及时通讯软件的新起之秀。随着微信版本的不断升级以及功能服务的增加,截止2014年微信用户数已达到6亿之多,且根据腾讯公司发布的2015年第一季度末的统计结果显示,微信每月高频度使用者数高达5.49亿；这么庞大的用户群体和客户资源,无形之中给市场注入了新的机会,因此它的迅猛发展给我们带来了巨大的商机。商业银行也瞄准微信市场开始了自己全新的营销模式和盈利模式,寻找新的定位。它们通过在微信平台中建立自己的公众号,与微信使用者建立一种沟通通道,通过互联网搭建起与客户之间的互动平台,利用银行微信页面进行传统业务的了解、办理。本文首先对有关微信、网络营销的现有文献资料进行收集整理,发现对微信+商业银行这种组合营销的研究文献成空白,因此就有了研究的意义和价值；对微信、微信营销的定义进行了阐述且提出了微信及微信营销的特点,对商业银行使用微信进行营销活动的市场大环境进行了分析概述,其中市场大环境是从这4个方面来讨论的——政治法律环境、技术环境、社会环境和用户行为。然后从商业银行的资产、负债和中间业务阐述微信与我国商业银行之间的发展应用情况即微信的出现,对商业银行这三大传统业务的经营模式带来了挑战和机遇,并提出了相应的转变举措。最后实证部分运用统计分析和计量分析两种方法研究了我国商业银行微信营销的现状及效果。统计分析中运用了均值比较、T检验和非参数的方法得出了我国商业银行之间在微信营销上存在显著性差异,并且统计结果显示出这样的差异性随着商业银行层级的逐级下降而显著性变小；计量方法是利用了LMP和LOGISTIC模型来对微信营销的效果进行评估分析,得出股权性质之间、商业银行层级之间和各不同变量之间微信营销的效果为股份制商业银行的营销效果优于国有商业银行的营销效果。
[Abstract]:In November 2010, the release of WeChat 1. 0 test version made it a new show of instant messaging software. With the continuous upgrade of WeChat version and the increase of function services. As of 2014, the number of WeChat users has reached 600 million, and according to the results of the end of in the first quarter of 2015 released by Tencent, WeChat has a high frequency of 549 million users per month. Such a huge user group and customer resources, invisibly injected new opportunities into the market. Therefore, its rapid development has brought us tremendous business opportunities. Commercial banks have also aimed at the WeChat market to start their own brand new marketing model and profit model. They build their own Official account in the WeChat platform, establish a communication channel with WeChat users, and build an interactive platform with customers through the Internet. Using the bank WeChat page to understand and handle the traditional business. Firstly, this paper collects and collates the existing literature about WeChat and network marketing. Found that the WeChat commercial bank this combination of marketing research literature is blank, so it has the significance and value of the research; This paper expounds the definition of WeChat and WeChat marketing, and puts forward the characteristics of WeChat and WeChat marketing, and analyzes and summarizes the market environment in which commercial banks use WeChat to carry out marketing activities. The market environment is discussed from these four aspects-political and legal environment, technical environment, social environment and user behavior. The development and application of WeChat between WeChat and China's commercial banks is described in debt and intermediate business, which brings challenges and opportunities to the three traditional business models of commercial banks. Finally, the author studies the current situation and effect of WeChat marketing in Chinese commercial banks by means of statistical analysis and econometric analysis. T-test and non-parametric methods show that there are significant differences in WeChat marketing between commercial banks in China, and the statistical results show that such differences decrease significantly with the decline of commercial banks. The measurement method is to use LMP and LOGISTIC model to evaluate and analyze the effect of WeChat marketing. The effect of WeChat marketing is that the marketing effect of joint-stock commercial banks is better than that of state-owned commercial banks.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.33;F274

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