Research On Marketing Strategy Of WeChat Public Platform Of The A Commercial Bank

WeChat public platform for non-Internet companies have a very important mar keting value.Currently,the country's major commercial banks have built their own WeChat public number,operating in good condition.However,the regiona 1 branches of the national commercial banks generally performed poorly in ter ms of the use and marketing of the WeChat public platform.The specific perf ormance of WeChat public number positioning is not accurate,inconsistent wit h the bank's marketing strategy;pushed the article text stiff,full of useless inf ormation;service function development is not enough,the user inconvenient;o perational objectives,lack of correct incentive mechanism;The degree of conce rn is not high,difficult to achieve operational objectives.Improve and optimize the micro-signal business strategy,not only conducive to the bank's own busi ness development,but also help improve service efficiency and level,so that t he majority of customers benefit.The focus of A Commercial Bank of Tianjin Branch WeChat public number,r eference to the bank's own public number of operating results of the assessme nt results of the public number and its city of similar WeChat number of publ ic information on the basic situation of careful observation and in-depth reflect ion,the integrated use of deduction Analysis,comparison analysis,qualitative a nalysis and other research methods,reviewed the process of its construction an d promotion,analysis of A bank micro-public number of users concerned abou t the number of service functions,push the quality of the article and read the case of its 2016 annual operations Plan,summed up the operation of the pub lic number of the existing problems.It is pointed out that micro-signal should be the main purpose of serving the bank's marketing work,and put forward s ome countermeasures and suggestions,such as choosing the object of competiti on,setting clear operational target,enhancing the copy level,optimizing the pu sh time and strengthening service function.The use of a variety of Internet m arketing strategy,WeChat public to push the content of the planning.But also on the WeChat public number of operators and management personnel made a conscious extension of ideas and recommendations.It is believed that the main purpose of the micro-credit public number should be to help the local branch of the national commercial bank to make efforts t o push the development of the article content and services function,so that th e target group of the micro-user group and the banking business are fully mat ched,Limit the WeChat public platform to play the marketing effect,the ultim ate goal is to bring greater profits for the enterprise.The study not only aims at commercial bank Tianjin Branch of A,but also has strong reference signifi cance to the local branches of commercial banks.