The Operation And Strategy Of Banking Wechat Public Platform

Since August 18,2012,Tencent launched the micro-public platform since the official on-line,has been widespread concern.The microblogging public platform is based on the application of WeChat based on the platform,the establishment of a powerful function of the plate,with a variety of forms of information push and information point-to-point precision push the advantages of function,has become another important operating platform.In the era of rapid development of mobile Internet and new media,the banking industry is also trying to explore the operation of micro-public platform on the existing basis,so as to realize the profit value,enhance the image and optimize the management.The banking industry in the micro-public platform for the operation of the process,its mode of operation continue to optimize the operating strategy is more and more mature,making the banking industry to the audience to pass the theme of high-speed information flow,to bring all aspects of the benefits.However,the banking industry WeChat public platform operation process,but also increasingly show the concept of lagging behind,lack of motivation,homogenization of the phenomenon of serious,unknown audience,poor communication,lack of professional knowledge and solid operating team and many other issues.Based on the current relevant theories,this paper puts forward the corresponding countermeasures for the specific problems in the operation process of microblogging public platform,so as to provide the information for the future operation of the microblogging public platform reference.This paper consists of five parts:the first part of the introduction part,the background of the topic and the significance of the study were briefly described,the purpose and method of the study were explained,combing the WeChat public platform operation research status,and summarized and summarized,Select a representative point of view,to be analyzed.The second part mainly introduces the WeChat and the micro-public platform,analyzes the function of the WeChat public number,and introduces the development history,characteristics and function value of the micro-public platform so that the banking industry can operate the WeChat In the process of making full use of the public function.The third part,the first of all types of banking platform for the operation of the status quo,a brief introduction;the next analysis of content,communication,interaction three basic public platform operating mode;after the author of "Merchants Bank" and " "The contents of each push,for the Agricultural Bank and China Merchants Bank two banks,in the WeChat on the public platform to promote the content of the category,events,forms and other aspects of comparative analysis;the third part of the last,focusing on the analysis of the two firms Operational strategy,remarkable.In the fourth part,aiming at the current situation of the brand communication of the public platform of the banking industry,the author puts forward the idea that the concept is lagging behind,lacking things,serious homogeneity,unknown audience,poor communication and lack of professional knowledge And other issues.The fifth part,the author in the banking industry on the basis of the problem,put forward the banking WeChat public platform operation of the proposal.Such as precise positioning,highlighting personality,increasing interaction,depth excavation,innovation and so on,hope that the above countermeasures can provide some reference for the operation of banking WeChat public platform.