Research On Social Media Marketing Strategy Of Bank A

With the development of new technologies in the scientific and technological field and the emergence of new applications in the network field,the Internet has entered the Web2.0 era.In this new era,the form of media continues to enrich,the base of Internet users continues to expand,the Internet field has become more people-oriented,the output of content is more derived from users,and the social nature of the Internet has been further enhanced.Especially with the popularity and continuous development of mobile terminals,the Internet has become an indispensable part of people's lives.Marketing uses the Internet development dividend as an opportunity to incorporate the majority of netizens into the marketing process.Enterprises have begun to use social media to softly implement business strategies.At the same time,social media platforms also provide netizens with channels for expressing personal opinions and direct communication.Real-time feedback can be given to corporate marketing activities,or by sharing product information with personal colors.As the main body of the financial industry,the banking industry assumes the role of ensuring the operation of the national economy and financing the state's funds,and occupies an important position in the economic operation.With the opening up of market reforms,the increase in the industry and the homogenization of services,the competition in my country's banking industry has become increasingly fierce.This makes banking institutions have to keep pace with the times,use social media platforms to shape their brand image,gain potential customers,and transform the product-oriented marketing model to effect-oriented,adapt to the rhythm of marketing communication in the Internet era,and make full use of the new Media environment for marketing.On the basis of summarizing the research results of domestic and foreign scholars,this article first analyzes the external environment of social media marketing in Bank A,and analyzes the advantages and disadvantages of the four major social media platforms currently used by the bank and the fact that competitors in the same industry are in the top four.The performance on social media platforms was analyzed.Afterwards,the VRIO model was used to analyze the advantages and disadvantages of Bank A's social media marketing,and found that Bank A has a strong competitive advantage on the WeChat official account platform,while the Weibo platform and Douyin platform have weaker competitive advantages.There is still a lot of room for improvement in the competitive advantage of the platform.The main problems that cause this situation are the lack of innovation in marketing methods,the weak user-centered concept,and the lack of interest in marketing content.Finally,combined with the social media marketing strategy objectives and formulation principles of Bank A,it formulated a four aspects of A,which increase interest in content and form,focus on satisfying consumer interests,innovate ways to strengthen interaction with users,and create personalization to form a good reputation.The bank's social media marketing strategy has put forward safeguard measures from the three levels of information technology,talent,and law.