NY银行温州分行信用卡微信营销策略研究

发布时间：2018-05-03 16:26

本文选题：信用卡 + 微信　；参考：《浙江理工大学》2017年硕士论文

【摘要】：近年来,中国移动互联网技术飞速发展,微信营销以其廉价、高效的优点逐渐成为一种主流的产品营销方式。信用卡微信营销也成了各商业银行的必然选择。本文以笔者所供职的NY银行温州分行为例,对NY银行温州分行基于微信公众平台下的信用卡微信营销策略展开研究:通过探讨解释微信营销的相关概念以及营销组合策略的相关理论,运用文献研究法、调查问卷法,以4P、4C等营销组合策略为基础,对NY银行温州分行的信用卡微信营销现状进行分析,发现信用卡微信营销优势主要集中在满足了客户用卡便利的需求以及扩大了信用卡营销渠道等方面;结合问卷调查数据结果,又发现当前的信用卡微信营销存在客户沟通不足、微信平台功能创新缓慢,推送内容满意度低等诸多问题。本文主要以以上观察及分析结果为主要切入点,提出信用卡微信营销策略的改进意见,主要包括着重完善微信平台的沟通渠道、提升推送内容的精准营销以及信用卡的便利性等,在满足客户需求的同时提升信用卡产品的竞争力。
[Abstract]:In recent years, with the rapid development of mobile Internet technology in China, WeChat marketing has become a mainstream product marketing method with its advantages of low cost and high efficiency. Credit card WeChat marketing has also become the inevitable choice of commercial banks. This article takes NY Bank Wenzhou Branch as an example, This paper studies the marketing strategy of credit card WeChat based on WeChat public platform in Wenzhou branch of NY Bank: through discussing and explaining the related concepts of WeChat marketing and the relevant theories of marketing combination strategy, using literature research method and questionnaire method. Based on the marketing combination strategy of 4PX 4C, this paper analyzes the current situation of credit card WeChat marketing in Wenzhou branch of NY Bank. Found that the credit card WeChat marketing advantages mainly focused on meeting the needs of customers to use the card convenience and expand the credit card marketing channels; combined with the results of the questionnaire survey data, and found that the current credit card WeChat marketing customer communication deficiencies, WeChat platform function innovation is slow, pushing content satisfaction is low and many other problems. This paper mainly based on the above observation and analysis results as the main breakthrough point, put forward the improvement of credit card WeChat marketing strategy, including mainly focus on improving the communication channel of WeChat platform. Improve the precision marketing of push content and the convenience of credit card to meet the needs of customers and enhance the competitiveness of credit card products.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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