Research On The Promotion Strategy Of Postal Bank Based On WeChat Platform

With the development of science and technology,the popularity of smart phones,WeChat,micro-blog as the representative of social software has become an important component of the current people's leisure,entertainment,communication,work,learning.Not only the depth of the media into everyone's daily life,change the behavior and habits of thinking.In these social media,the number of applications for WeChat,the most widely used time to become an important battleground,including banks,corporate marketing.In recent years,the traditional marketing model of commercial banks has been difficult to adapt to the new media era,how to use the Internet environment to increase marketing efforts to seize the customer,become the inevitable choice of major banks.In this context,the major banks including the postal savings bank,have introduced various types of public number,and relying on the public number to carry out part of the banking business,shopping discounts,product promotion and other marketing activities,has made some achievements,but there are also many problems to be solved.In this paper,WeChat bank marketing theory and mechanism,the author worked for the postal savings bank as an example,in-depth analysis of the basic situation of bank marketing based on the WeChat platform,summed up the huge flow of more potential customers,word-of-mouth marketing more easily set up the bank brand,convenient to develop customer loyalty and technology advanced to achieve precision marketing four advantages,also summarizes the public platform development is not enough,the internal support is not enough,not enough group coverage and marketing innovation is not enough,not enough to maintain customer development in 5 aspects,and analyzed from the aspects of customer and cost of marketing situation.In order to enhance the pertinence of the study,the postal savings bank and the industrial and commercial,investment and other public or private banks were compared.Through these studies,the advantages of WeChat marketing has a more clear understanding,but also to see the postal savings bank in WeChat marketing can not do.This problem has both technical reasons,there are reasons for understanding,need to improve all aspects.Based on this,put forward the related marketing strategy:1,based on the customer's WeChat marketing;2,based on the function of the platform construction;3,based on the guarantee of organizational support.