Research On The Wechat Marketing Strategies Of Agriculture Bank Of China, Qinhuangdao Branch

In recent years, The rapid development of Internet banking caused communication between banks and users become more and more convenient and timely,new business models and customer relationship marketing between businesses and their costomers unprecedented pressure to the traditional banking.As the China's most successful mobile application,WeChat has the nature of broad user community and low cost,it offered huge market potential and bright future. WeChat public platform, mainly aiming to provide corporations creative marketing channels and precising brand promotion service,has bring a new marking channel to the commercial banks.As an example of the Agriculture Bank Of China,QinHuangdao Branch, the study explores the research of marketing straegy on basis of WeChat public platform in the Agriculture Bank Of China,QinHuangdao Branch. This paper is divided into five chapters.Firstly,reviews the development of WeChat,WeChat public platform and classic theories,take the literature research, induction and deduction as well as the combination of case studies. Secondly,analysis the macro environment,the micro environment on Wechat of Agriculture Bank Of China,QinHuangdao Branch,using SWOT analysis discuss the bank's external opportunities,threats,internal strengths and weaknesses to discover the problems of marketing straegy on WeChat platform.Thirdly,through the issuance of questionnaires, the Agricultural Bank of China Qinhuangdao branch of the micro channel marketing segmentation, and the segmentation market positioning.Finally, set out the overall marking strategy of Agriculture Bank Of China,QinHuangdao Branch on Wechat. Through this study, we hope to not only be able to put forward new ideas for the construction of marketing on Wechat development, but also provide the reference and Enlightenment of reference for other enterprises in the industry.