Chinese Social Media Brand Communication Strategy Of A Bank

With the development and application of Internet, the traditional communicationenvironment, which was based on the traditional media, went through a huge change.And that change also has big effect on marketing for all enterprises. For adapting thisvast change, enterprises all been forced to upgrade their strategy and idea of how to domarketing, advertising, manage public relations, and brand-building. In recent years,more and more companies began to realize the importance of the marketing policyoriented by the new technology, social media as the representative application of Web2.0gained a lot of attention from companies. Information fragmentation is one of thetraits of social media, instead of traditional mass media; Internet users more like toobtain information from their own social clique, and more willing to share theexperiences on social media. Such situations just add many changeable factors formarketers.For banking industry, with the market become more and more open, commercialbanks began to the “second revolution”--a way head to segment and professional market.But the pressure for banks is more than just from their own industry, financial industryand newly developed Internet financial services are all become a big impact for bankingindustry. Under such circumstance, brand-building in bank industry become more andmore important, social media is a good place to help bank industry to build a name inyoung users. Besides, informatization is very important for banks’ future business, inthe future, banking business will become more informational, even the branches will bevirtualized; Internet will become an important place for banks to develop their business,so banks better started to equipped themselves with good marketing plans on Internetworld. Plenty users from new generation are all fit in the new way of Internet financialapplication. What banks should do to follow the tendency of new media, how to useinternet to make a way to do the marketing and build a brand, those issue become amagnificent concern for banking industry.This article is mainly about what the banking industry should do to use the socialmedia to help them fulfill marketing and spread bank brand by summarized the traitsand communication rules in social media, then combine to the requirements of themarketing of banking industry, finally work out the strategy for the banking industryabout how to do marketing and build a brand in social media.