Research On Social Media Marketing Strategy Of N Bank Based On SICAS Model

With the continuous breakthroughs in Internet technology,social media platforms have also undergone rapid development.Its unique convenience,participation,sociability,and high-speed dissemination have made it an attractive marketing tool in today’s era,and have also brought enormous economic value to the market.In the face of intensified horizontal competition,commercial banks have also begun to embrace social media and explore social media marketing models,with a view to responding to market competition in a timely manner and collaborating with ecological partners to achieve harmonious coexistence.This article selects Bank N as the research object.Based on current research by domestic and foreign scholars,it comprehensively uses social media marketing theory and SICAS consumer behavior model to study the social media marketing strategy of Bank N.Based on the internal and external marketing environment of Bank N,using the SICAS consumer behavior model as a theoretical framework,we collected and analyzed data to explore the impact of consumer behavior on social media marketing effectiveness.We found that Bank N’s social media marketing strategies include limited customer perception at the perception stage,weak attractiveness of marketing content at the interest stage,insufficient operation of interactive platforms at the interaction stage,and poor purchase intention at the purchase stage At the sharing stage,there are insufficient sharing motivation issues,and the reasons for the problems are analyzed and discussed in depth.Based on the actual situation of Bank N,this article deeply analyzes the problems existing in its social media marketing strategies,and proposes corresponding improvement measures for different stages of marketing strategies based on the SICAS model.Firstly,strengthen brand building and enhance customer perception in the perception stage;Second,pay attention to content marketing in the interest stage to stimulate customer interest;Third,build interaction channels and strengthen communication and interaction in the interaction stage;Fourth,enrich the form of activities and optimize the purchase process during the purchase stage;Fifth,design a sharing mechanism at the sharing stage to cultivate opinion leaders.Finally,four aspects of security measures are proposed,including institutional protection,talent protection,technical protection,and financial protection.Through the improvement research on the social media marketing strategy of Bank N,it is expected to provide a certain reference direction for the social media marketing of the banking industry,and have a certain positive role in enhancing the market share of Bank N in the region and increasing its brand influence.