| With the advent of the era of new media, and the rapid development of new media technology,there are plenty of new media forms to the construction of service image of commercial Banks has brought the unprecedented impact.There are from the impact of the environment,and also comes from technology and of the content.But at the same time, it is also a service image innovation and development opportunities.How to use the form and technology in the new media to the application of service image shaping flexibly and innovative, is the issues concerned by the whole financial industry in domestic.After 27 years’development, China merchants bank as the first domestic private commercial Banks in domestic, adhering to the advanced service image management idea, has made a lot of achievements in the field of shaping the service image. This paper take China merchants bank as example, combined with domestic and foreign about new media and service image theory, to do the investigation on the use of the construction of the new media service image strategy, and put forward relevant suggestions, in order to offer the reference to the domestic large joint-stock commercial Banks of the new media service image construction.The main conclusions of this paper is under the new media environment,China merchants bank firstly should plan as a whole about the channel and platform,unified planning,build service characteristics of platform in the process of shaping service image.Second should under the guidance of "for you" service concept,according to each new media platform advantages, continuously launch new features,to firmly secure the service image in the customer’s heart. Third, shaping service image should not only have a plan and features, but also should pay attention to the shape of connotation, perfecting the service concept, to form a high degree of recognition and clear positioning in customers’ mind, lay a solid position in the industry. |
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