Research On The Operation Strategy Of The Credit Card WeChat Public Account Of The Joint-stock Commercial Bank From The Perspective Of Corporate Communication

With the development of science and technology,the popularity of smart phones,social media software has become an indispensable part of people's life.People talk about their jobs,connect with their relationships,get the latest information,and finish shopping on social media.Among many social media software,Wechat ranked the first in the Mobile Internet Industry Rankings released by Trustdata in June 2020.According to the data report of 2019 released by Wechat,the number of active Wechat users reaches 1.15 billion per month.The layout of We Chat's ecosystem started very early,in January 2011 when We Chat launched.And We Chat's official account was launched in 2012.In 2019,the official account number of We Chat has exceeded twenty million.Wechat channel has become the main channel for credit card promotion activities and reaching users.The traditional offline sales of commercial bank credit cards have not kept pace with the new era.Under this background,many bank credit card centers have registered the official account of We Chat,relying on the huge flow of We Chat,developing rapidly and orderly.The significance and role of Bank Credit Card Center in promoting the operation of Wechat public platform mainly includes the following three aspects: first,saving service cost.At present,when banks deal with customers' complaints or inquiries,traditional telephone customer service is widely used,which is not only inefficient,but also costly.On the Wechat public platform,the bank not only supports online customers,but also supports keyword search to obtain the required information.Even the complete credit card system can be presented on Wechat end,such as replacing the electronic bill of paper bill or Wechat message push of the original SMS reminder mode after consumption.Second,the expanded customer resources,We Chat public platform is an open platform,support the transmission of images and texts information,and support the search of historical publications.All potential users who have not become credit card customers have access to the content information released on We Chat official account,and have been led to run cards as customers.Third,it can provide diversified services.Customers can complete a series of information operations on the official account of We Chat after they are activated,such as checking accounts,repayment,upgrading,information acquisition,registration and even the exchange of points.The official account of official account of We Chat official account is the main research object of this paper.The difference between China Merchants Bank credit card and Shanghai Pudong Development Bank credit card We Chat public number is analyzed and compared in content strategy,activity planning and function service.Combined with journalism theory,the operation of We Chat public account under the perspective of enterprise is analyzed,and other credit card centers or financial machines are also analyzed.It is a practical proposal for We Chat official account.This paper adopts case study and questionnaire survey to conduct the operation of the official account of We Chat and the credit card of China Merchants Bank and Shanghai Pudong Development Bank.In SPDB credit card,the text,reading volume and message below were analyzed and summarized from 2013 to September 2020.The experience of the small menu binding function on the menu below We Chat official account and the We Chat public number was analyzed in the case study method.The analysis was conducted on We Chat's official account.From the 2 angles of user operation and functional operation,the advantages and disadvantages of two companies in We Chat official account are extracted.In the questionnaire survey,a questionnaire was designed to relate to the experience of We Chat public.People who were interested in the official account were invited to fill in the official account and analyze the data according to the results.Based on the two research methods,this paper puts forward the following suggestions for the operation strategy of credit card of joint-stock commercial banks: in terms of content operation,it is necessary to achieve a thousand people and thousands of faces;it is necessary to do accurate touch and push for different customer groups,avoid pushing irrelevant information to customers,disturb too much,and make it more difficult for customers to screen information;to create continuous brand activities,through the main brand activities,add Deep customer's impression and loyalty to the company;functional service module,we need to pay attention to the key nodes of customers using credit cards,such as audit accounts,integral exchange,and the promotion of the amount,so that we can simply complete the operation on We Chat official account.