Study On Collaborative Marketing Between WeChat Operators And The Bank Based On Evolutionary Game Theory

With the wide acception of the internet technology applications and socialization platform,We Chat platform which is a social nature communication tool has developed swiftly.Especially We Chat payment function in a great convenience to the user online and offline settlement services,owing to this,it gets a high degree of user ’s recognition.We Chat platform has a far-reaching impact on the development and growth of the bank.From the marketing point of view,We Chat Subscription service expand the bank marketing channels,enrich the bank promotional methods,saving the cost of bank marketing.at the same time,banks can receive payment from the micro-credit and settlement fees,and We Chat platform provide funds and credit protection for its customers.Through achieving collaborative marketing,they can integrate resources,reduce marketing costs,improve the efficiency of marketing,the two sides in the marketing relationship reached a win-win cooperation.However,due to the existence of overlapping customers between We Chat and bank users,efficient,convenient,powerful,users of large scale,settle,loans and financial business do has a huge impact on the banking business.To cope with the attack,bank offer semblable financial products,issue policy and measure,limit transfer times and amount.We Chat As a result,the two sides in the collaborative marketing and competition.Faced with this complex marketing relationship,how to make We Chat operators and banks to achieve collaborative marketing,which has become the biggest bottleneck during the development of both sides.Through the analysis of the background and previous literature,This paper first reviews the basic theory of evolutionary game theory and collaborative marketing,and then analyzes the situation of We Chat and bank’s co-marketing,and expounds the positive influence and problems within the emergence of micro-carrier operators and bank co-marketing.On the basis of this,through the analysis of the existing problems of micro-credit operators and banks,this paper establishes the payment matrix of micro-trust operators and bank marketing relationship with evolutionary game theory,and uses the payment function to construct and replicate dynamic equations to figure out the final evolution of the bank marketing relationship with We Chat,and shows the different decision-making parameters on the two sides’ s collaborative marketing status.The results show that the evolution of We Chat and bank marketing relations tends to two modes,but only(synergy and synergy)can maximize the interests of both parties,and obtain the incremental gain of decision parameters,and the distribution coefficient has positive impact;collaborative marketing costs,the two sides invested in the relationship between the two sides have a negative impact on the relationship between marketing.Finally,according to the analysis results and on the basis of solving the existing problems,this paper puts forward some suggestions on how to promote the cooperative marketing of We Chat and banks from the aspects of incremental income,cooperative marketing cost,investment resources,distribution coefficient: reasonably divide target market rationally,improve the incremental revenue of cooperative marketing,decrease the collaborative marketing costs,control the appropriate investment in resources,guarantee the reasonable income distribution coefficient,use the government incentives to improve the co-marketing initiative.