Research On New Media Marketing Strategy Of Customer Manager Of Bank C

At present days of rapid development of information technology,customer’s habit of acquiring information has rapidly moved to the Internet.The bank relies on the advantages of outlets to adopt the traditional face to face marketing,which has been unable to adapt to the competitive environment in the era of information explosion.It’s a new era with new media platform come to stage like WECHAT ecosystem,mobile APP and etc.Those platforms widen the breadth of information dissemination,increase the speed of information dissemination,enhance the recognition of information dissemination,and evolve to an advanced point-to-multiple-to-point marketing model.In the traditional way,marketing model is centered with customer manager and decision made by customer manager.That fails to fully stimulate the customer’s subjective initiative.Meanwhile the business resources are limited to the acquaintance circle(friends and friends,interpersonal relationship inner circle),and the cost of effective extension is higher.That makes the scope of the business expansion solidify.In the advanced mode,the customer manager can use the external expansion function of the new media platform to optimize the traditional marketing plan,make its own decentralization,and carry out point-to-multiple marketing radiation around the acquaintance circle,the social circle and even the stranger circle.At last,through interaction,to achieve peer-to-peer marketing that promote the business.Or through the customer manager to provide customer portraits and business support,with the new media technology to accurately target customers to achieve customer ’ s active“purchase” behavior.The booming of new media platforms has brought innovative marketing opportunities to the banking industry,but it has also brought greater challenges: open and transparent information has reduced information asymmetry in the market,and it became harder to compete in the industry with increased homogenization products.The emergence of any new things may be a double-edged sword.How bank customer managers can fully seize opportunities to meet challenges will be a major issue that needs to be studied in the current and future marketing development.This paper collects research literature related to new media marketing,and based on4 I and integrated marketing theory,takes C Bank as the research object,and conducts in-depth research on the current situation of new media marketing for the customer manager.The introduction part of this paper first expounds the research background and significance of the topic,then study trends,research purposes and content from domestic and overseas.It also explores research methods,research ideas and paper structure from above reference.The first chapter summarizes the new media marketing theory,including the definition of new media,integrated marketing and 4I marketing theory.The secondchapter introduces the history and current situation of the development of new media marketing from C Bank,and analyzes the products in the same industry case by case.It also describes new media marketing used by customer managers at present,focusing on the function overview of the new media marketing platform,the application makes use of new media marketing on specific products.It illustrates the improvement of performance and customer satisfaction when applying the new media marketing at the present stage as well.The third chapter analyzes the problems and causes when adopting the new media marketing by C Bank through 4I marketing theory.In the fourth chapter,it proposes optimization solutions,including the formulation of specific coping strategies in combination with 4I marketing theory,and suggestions on how to effectively implement the strategy.In the end,we have main contents summarized and the research conclusions are given.The emergence of new media has changed the traditional marketing model,bringing different levels of impact to all walks of life.Based on the in-depth study of new media marketing related theories and the practical experience in bank industry,this paper explores the new ways for bank customer manager to extend business and specific implementation actions at the micro level to guide these people to conduct extensive,in-depth and precise marketing with customer.That will improve work efficiency and increase work performance.