| In November of 2010, the release of WeChat 1.0 beta makes itself to be a new star in the market of Instant Messaging softwares. With the continuous upgrade of WeChat and the increase in functions that WeChat provides, the users of WeChat reached 600 million by 2014.What’s more, according to the statistics provided by Tencent Company about the information of WeChat within the first quarter of 2015, there are as high as 549 million people who frequently using WeChat’s by month. Such a large user groups and customer resources, inject some new opportunities to the market, so that the rapid development of WeChat brings us a huge business opportunity. Commercial Banks also use WeChat to create their brand-new marketing mode and profit mode, as well as look for a new position. They establish public accounts in the WeChat and communicate with customers directly through this way. Moreover, some commercial banks use their public accounts in the WeChat to introduce and handle numbers of traditional business.First of all, with the present documents about Wechat and E-commercial marketing collected and researched, it is discovered that there is little research on the marketing combination of WeChat & commercial bank, so it is meaningful and valuable to do that. Secondly, this paper interprets the two terms of WeChat and WeChat marketing, shows the characteristics of WeChat and WeChat marketing, summarizes and analyzes the environment in which commercial Banks use WeChat, which is discussed in these four aspects-- political and legal environment, technology environment, social environment and user behavior. Then, this paper describes the development and application between WeChat and commercial banks through the assets, liabilities and intermediary business of commercial Banks, that is, the existence of WeChat not only brings both challenges and opportunities to commercial bank but also presents the measures to take. At last, the empirical part uses statistical analysis and econometric analysis to study the present situation and the effect of our country’s commercial bank & WeChat marketing. In statistical analysis, the average comparison, T test, and the method of nonparametric are used to prove that significant differences exist in WeChat marketing among different Chinese commercial Banks, and the statistical result shows that the differences become smaller with commercial banks’level down. Measurement method uses the LMP and LOGISTIC model to evaluate the effect of WeChat marketing. It is concluded that joint-stock commercial banks are better than state-owned commercial Banks in WeChat marketing through different stock equity, different level of commercial bank and the different variables of WeChat marketing. |
