Research On New Media Marketing Strategy Of Bank Of China Liaoning Branch

New media rapid rise along with the development of the Internet,all walks of life,including commercial banks,have realized the huge marketing potential of new media and have launched new media marketing one after another.In order to implement the new development strategy of "science and technology leading and innovation driving"of the head office,Bank of China Liaoning Branch has also tried to use WeChat and other channels for new media marketing,taking new media marketing as an important starting point for reform and transformation.However,Bank of China Liaoning Branch has,at present,many problems and deficiency in new media marketing,while there are few literatures that can be used to study new media marketing of commercial Banks.It is urgent to develop a set of feasible new media marketing strategies to solve current problems and boost future development.Therefore,this paper is committed to exploring scientific,effective and practical new media marketing strategies suitable for Bank of China Liaoning Branch in the new media environment,so as to provide decision-making basis for Bank of China Liaoning Branch's new media marketing,which is of great significance for the bank to transform and achieve its marketing goals.This paper uses the literature research and investigation and analysis methods,firstly discusses the concepts related to new media and new media marketing,including the meanings,characteristics,main channels and main methods of new media marketing.Then,according to the logic of analyzing the current situation,proposing problems and solving problems,and centering on the theme of new media marketing,the marketing status of Bank of China Liaoning Branch was analyzed.The existing problems and causes were analyzed based on the 4I principle of network integrated marketing,and the marketing environment was analyzed with the internal and external marketing environment analysis and SWOT analysis method.And then,market segmentation is carried out by using the target market positioning theory,and the target market of high-quality enterprise customer managers and the market positioning of the company's financial services expert consultants are selected.On this basis,this paper formulated specific new media marketing strategies for Bank of China Liaoning Branch from the four steps of setting objectives,enriching channels,selecting marketing methods,strengthening promotion,drainage and transformation.Then it puts forward the operation and safeguard measures of the new media marketing strategy of Bank of China Liaoning Branch from the perspectives of management system,organizational structure,talent training,capital investment and risk prevention and control.The study aims at providing an effective new media marketing strategy for Bank of China Liaoning Branch,to solve the current problems,as well as provide decision basis for development of new media marketing,on Bank of China Liaoning Branch to use new media to brand communication and product marketing effect,in the fierce market competition has a significant value to achieve business goal.