Research On Marketing Strategy Of Wechat In C Commercial Bank

The rapid development of mobile Internet is gradually changing the current business operation mode,especially the rapid rise of Internet Finance in recent years,which has brought tremendous changes to the banking system.New banking service modes such as mobile banking and Wechat banking have gradually replaced the traditional bank counter operation mode and become a new market choice trend.In the new environment,communication between banks and customers has become more convenient,and competition among banks has become more intense.As the most successful mobile phone application of mobile Internet at present,Wechat has created a brand-new banking marketing model,which has the advantages of low marketing cost and wide customer acceptance,effectively releasing the potential market space of the current industry,but it also brings great pressure to the traditional banking business.This study is based on the current background,discussing how banks can effectively use the Wechat platform to carry out better marketing activities,and then provide ideas for innovative development of banking industry.This study takes Zhuzhou C Bank as a case study to explore its Wechat marketing strategy is of great practical significance.In the specific research,firstly,the specific background,purpose and significance of the research are explained.At the same time,the relevant research results of marketing and Wechat marketing by domestic and foreign scholars are fully combed,and the specific ideas and methods used in the research are explained.Secondly,the basic situation of Bank C is explained,and the internal and external environment of the bank is analyzed.Thirdly,it discusses the market segmentation and positioning of Bank of C with the help of questionnaires,identifies specific marketing ideas and objectives,and puts forward specific marketing strategies and suggestions from the perspectives of customer interaction,online and offline linkage,multi-channel terminal cooperation,content management and thematic marketing.Next,in order to ensure the placement of marketing strategies,specific strategic safeguard recommendations are put forward.Finally,a systematic summaryof this study is made,and the shortcomings and future research directions are pointed out.As a brand-new marketing mode of banking industry,Wechat marketing is in the exploratory stage for most banks.This study explores the marketing strategy of Bank C,in order to help Bank C effectively improve its business marketing level,but also to provide ideas for relevant banks to improve the construction of marketing system.