基于微信平台的邮储银行促销策略研究

发布时间：2018-04-20 10:36

本文选题：微信平台 + 邮储银行　；参考：《昆明理工大学》2017年硕士论文

【摘要】：随着科技的发展,智能手机的普及,以微信、微博为代表的社交软件已经成为当前人们休闲、娱乐、交往、工作、学习中的重要组成。微媒体不仅深度融入了大家的日常生活,更改变着大家的行为和思考习惯。而在这些社交媒体中,以微信的应用人数、停留时间最广,成为包括银行在内的企业促销重要战场。而近年来,商业银行传统促销模式已经难以适应新媒体时代,如何运用互联网环境加大促销力度,抢占客户,成为各大银行的必然选择。在这种背景下,包括邮储银行在内的各大银行纷纷推出了各类公众号,并依托这些公众号开展部分银行业务、购物优惠、产品推介等促销活动,取得了一些成效,但是也存在许多亟待解决问题。本文在阐述银行微信促销理论和作用机制后,以笔者所供职的邮储银行YT市分行为例,深入分析银行基于微信平台开展促销的基本情况,总结出流量巨大更易带来潜在客户群体、口碑促销更易建立银行品牌、方便快捷更易培养客户的忠诚度、技术先进更易实现精准促销四个优势,也归纳了公众平台开发不够、内部支持不够、群体覆盖不够、促销创新不够、客户拓展维护不够5个方面问题,并从顾客、成本等方面对促销现状进行了分析。为了提升研究的针对性,还把邮储银行与工商、招商等国有或者股份制银行进行了对比。通过这些研究,对微信促销的优势有了一个更清醒的认识,同时也看出了邮储银行在微信促销方面做的不到的地方。这也问题既有技术上的原因,也有认识中的原因,需要全方位提高。基于此,提出了相关促销策略:1、基于客户的微信促销;2、基于功能的平台建设;3、基于保证的组织支持。
[Abstract]:With the development of science and technology and the popularity of smart phones, social software, represented by WeChat and Weibo, has become an important part of people's leisure, entertainment, communication, work and study. Micromedia not only deeply into our daily life, but also change our behavior and thinking habits. In these social media, the number of WeChat applications, the most extensive stay, including banks, corporate sales promotion an important battleground. In recent years, the traditional promotion mode of commercial banks has been difficult to adapt to the new media era, how to use the Internet environment to increase promotion efforts, seize customers, become the inevitable choice of major banks. Against this background, major banks, including the Postal savings Bank, have introduced various kinds of public numbers, and relying on these numbers to carry out part of the banking business, shopping concessions, product promotion and other promotional activities, have achieved some results. But there are still many problems to be solved. After expounding the promotion theory and mechanism of WeChat bank, taking YT branch of postal savings bank as an example, this paper deeply analyzes the basic situation of bank promotion based on WeChat platform. Summing up the four advantages of huge flow, easy to bring potential customers, easier to establish bank brand, easier to cultivate customer loyalty, more technical advanced and easier to achieve accurate promotion, and also concluded that the development of public platform is not enough. Internal support is not enough, group coverage is not enough, promotion innovation is not enough, customer expansion and maintenance is not enough, and the present situation of promotion is analyzed from customer, cost and so on. In order to improve the pertinence of the research, the postal savings bank is compared with state-owned or joint-stock banks such as industry and commerce, China Merchants and so on. Through these studies, we have a more sober understanding of the advantages of WeChat promotion, but also see the postal savings bank in the promotion of WeChat can not do. This also has the technical reason, also has the understanding in the reason, needs to improve in all directions. Based on this, this paper puts forward the related promotion strategy: 1: 1, based on customer WeChat sales promotion, 3 based on function platform, and 3 based on guarantee organization support.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F618.3;F832.33

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