Research On The Operation And Developing Strategies Of Bank B's WeChat Public Platform

At present,Wechat is carrying out business model design and attempt,Wechat public platform has become the major banks want to build intelligent mobile platform,and the banking industry has a significant impact on the ecology,causing its earth-shaking changes.The public platform of Wechat has become a modern channel for users to enjoy bank services.Banks can also rely on the public platform of Wechat to actively launch Wechat marketing.Bank B,a small and medium-sized local bank in Anhui Province,has realized that Wechat is an opportunity for banks.However,although Bank B has its own Wechat public number,it faces the biggest problem-the platform operation is not operated by Bank B,but entrusted to a third-party operation,which will directly lead to the two sides can not effectively grasp their own needs,can not accurately carry out platform delivery and delivery.Even,there are platform deviations,mostly lack of function,less content,poor customer experience,low usage,poor push quality.The original and barbaric growth mode of B Bank's Wechat Public Platform has been unable to meet the needs of banks.It is urgent to integrate and manage the Wechat Public Platform to form a joint force of Wechat marketing,expand the influence of B Bank and maximize Wechat marketing.Therefore,this paper analyzes the operation status of Bank B's Wechat Public Platform,carries out a step-by-step interpretation of Bank B's Wechat Public Platform,summarizes the problems,and then puts forward development strategies.This paper focuses on the operation of B Bank's Wechat Public Platform,and makes an in-depth analysis of the operation status of B Bank's Wechat Public Platform.By comparing and analyzing the differences between B Bank's Wechat Public Platform and China Merchants Bank and Qingdao Agricultural Commercial Bank's Wechat Public Platform,it is found that the content quality of B Bank's Wechat Development Platform is not high,and the user interaction The layout design is too single to meet the needs of users,and the push time is too random,resulting in low user attention.Subsequently,a survey of the users of Bank B's Wechat Public Platform has found that the biggest problem in the operation of Bank B's Wechat Public Platform is that the platform operation is not operated by Bank B,but entrusted by a third party,which will directly lead to the two sides can not effectively grasp their respective needs,and can not accurately push and deliver the platform..In addition,the main problems include platform deviation,inadequate service function,poor push quality.Finally,taking Bank B as the experimental field and taking the domestic interbank Weixin platform as the model,some good improvements and upgrades are carried out.The future development goals of Bank B Weixin public platform are determined from six aspects:the amount of users' attention,the amount of articles read,the amount of articles praised,the total ranking of WCI,the total amount of business transformation and the number of participants in thematic activities.Four development strategies are put forward,including increasing service function,improving article quality,adjusting push time and tapping fans' value.The concrete implementation steps of the development of B bank's Wechat public platform are put forward,which include dialogue with high-quality operators,innovative training of multi-faceted talents,effective organization of offline activities,and rational event marketing.Through the empirical analysis of Bank B,to some extent,this thesis makes up for the lack of theoretical research in this field,and promote Bank B to integrate into the Internet more actively.In addition,it is helpful to solve the problems faced by the Wechat public platform,and constantly improve Bank B's competitive ability in the increasingly fierce industry competition.It can also improve the service level of Bank B,and maintain customers as well as attract new customers.