Research On The Image Creation Of ICBC Bank Under New Media Environment

With the advent of the new media era,the rapid development of new media technology,a series of new media forms have emerged,including digital TV,Internet media,mobile media and so on.The emergence of new media technology makes the mold service image of the bank also suffered a hitherto unknown impact,both from the environmental impact,also has the technology,the impact of the content,but at the same time,it is also shaping the image of construction opportunities.How to apply the technical means,forms and innovations in the new media flexibly to the construction of service image is a topic of great concern to the entire financial industry in China,and the banks are also actively exploring the practice.ICBC bank as the first private commercial bank in China,after 30 years of development,adhering to the advanced concept of brand management,has made many achievements in the construction of service image.But it is in the shape of service image results are highly recognized by the outside world counterparts,as the first domestic development of the fastest,the best efficiency of private banks,ICBC bank products and service have created their own innovative service image.ICBC bank adhering to the advanced service management philosophy in the era of new media impact,is still the leader in the domestic banking service image shaping,model it as a banking service image Sook made is very worthy of study.This paper based on the related theory and research achievement,shake ICBC bank as an example of the current service image the use of new media,and combining questionnaire and interview research results for ICBC bank's service image related suggestions,provide a reference for the same kind of domestic W large joint-stock commercial bank the new media service image construction.In the course of this study,the ICBC image of the bank under the new media environment building as the focus of the study will be fully integrated with the development situation of ICBC bank image to conduct a comprehensive research and analysis,the theoretical construction of "--analysis the basic process--strategy",and then put forward the corresponding marketing channel strategy.In the course of the study,the service image construction from the perspective of the financial industry,dig new media to shape the image of the bank service opportunities and challenges,and the importance of the use of new media image.First elaborated the connotation of enterprise service image theoretically,then analyzed in the traditional media era commercial bank service strategy and shaping the image under the new media environment bank shaping service image of opportunities and challenges,and then to the ICBC bank as an example,the current service image on the use of new media to carry on the analysis,investigation and service respectively.The image and the present situation of the construction of new media platform from the two aspects of customers and employees analyze the problems of ICBC bank's service image and put forward the corresponding suggestion.