發(fā)布時(shí)間：2018-06-13 05:59

  本文選題：微信公眾平臺(tái) + 微信營(yíng)銷(xiāo)　； 參考：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)已經(jīng)走入千家萬(wàn)戶(hù),對(duì)人們生活的各個(gè)方面都產(chǎn)生前所未有的影響。在發(fā)展的過(guò)程中出現(xiàn)的各種新興的網(wǎng)絡(luò)服務(wù),更是這種改變的具體體現(xiàn),特別是社交媒體微信的深入,它跟著人們隨身攜帶的移動(dòng)設(shè)備,將互聯(lián)網(wǎng)完全滲透到人們?nèi)粘Ｉ钪?微信營(yíng)銷(xiāo)隨之走進(jìn)了各行各業(yè),尤其是互聯(lián)網(wǎng)金融出現(xiàn)了嶄新的變化。微信營(yíng)銷(xiāo)作為商業(yè)銀行一種新的營(yíng)銷(xiāo)方式,它的低成本、高性?xún)r(jià)比的優(yōu)勢(shì)成為商業(yè)銀行不可忽視的服務(wù)渠道,商業(yè)銀行的微信營(yíng)銷(xiāo)的發(fā)展情況將決定其在移動(dòng)金融領(lǐng)域的地位。因此,傳統(tǒng)銀行業(yè)為了抵抗新型金融模式的沖擊,把微信營(yíng)銷(xiāo)的精準(zhǔn)性和便利性融入到服務(wù)當(dāng)中,使得銀行為用戶(hù)提供更精準(zhǔn)的品牌推廣服務(wù)和更加方便快捷的業(yè)務(wù)服務(wù)。本文旨在對(duì)中國(guó)農(nóng)業(yè)銀行公主嶺支行(以下簡(jiǎn)稱(chēng)“農(nóng)行公主嶺支行”)微信營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析后提供更加適合于該行的微信營(yíng)銷(xiāo)策略。首先,介紹了微信營(yíng)銷(xiāo)興起的過(guò)程和農(nóng)業(yè)銀行發(fā)展期望以及農(nóng)行公主嶺支行現(xiàn)狀,又通過(guò)文獻(xiàn)研究方法來(lái)梳理相應(yīng)的國(guó)內(nèi)外文獻(xiàn),還采取問(wèn)卷調(diào)查進(jìn)一步研究。其次,通過(guò)產(chǎn)品和服務(wù)類(lèi)別對(duì)農(nóng)行公主嶺支行微信營(yíng)銷(xiāo)的市場(chǎng)進(jìn)行細(xì)分并發(fā)放調(diào)查問(wèn)卷,運(yùn)用STP戰(zhàn)略分析,再對(duì)細(xì)分市場(chǎng)進(jìn)行定位,運(yùn)用SWOT分析法通過(guò)了解農(nóng)行公主嶺支行微信營(yíng)銷(xiāo)的現(xiàn)狀分析出該行的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,發(fā)現(xiàn)了農(nóng)行公主嶺支行在微信營(yíng)銷(xiāo)方面存在的問(wèn)題并分析原因。最后,根據(jù)存在問(wèn)題的原因制定出農(nóng)行公主嶺支行微信營(yíng)銷(xiāo)的策略:明確市場(chǎng)細(xì)分、增強(qiáng)互動(dòng)交流、線(xiàn)上線(xiàn)下交叉營(yíng)銷(xiāo)及強(qiáng)化平臺(tái)建設(shè);提出實(shí)施保障措施:完善組織制度、加強(qiáng)服務(wù)保障、加強(qiáng)風(fēng)險(xiǎn)管控。希望通過(guò)研究,不僅可以給農(nóng)行公主嶺支行微信營(yíng)銷(xiāo)提出可借鑒的思路,而且也希望可以為各商業(yè)銀行在微信營(yíng)銷(xiāo)方面提供一些有價(jià)值的參考。
[Abstract]:The mobile Internet has entered thousands of families and has an unprecedented impact on all aspects of people's life. The emerging network services in the process of development are the concrete embodiment of this kind of change, especially the depth of social media WeChat, which follows the mobile devices that people carry with them and penetrated the Internet completely. In people's daily life, WeChat marketing has come into all walks of life, especially the Internet finance has changed. As a new marketing way of commercial banks, WeChat marketing has become a service channel that commercial banks can not ignore, and the development of WeChat marketing of commercial banks will be developed. To determine its position in the field of mobile finance, the traditional banking industry, in order to resist the impact of the new financial model, integrates the precision and convenience of WeChat marketing into the service, making the bank provide users with more accurate brand promotion services and more convenient and quick business services. This article is aimed at Gongzhuling Agricultural Bank of China. The branch (hereinafter referred to as "the Gongzhuling branch of Agricultural Bank of China") provides a more suitable marketing strategy for WeChat after analyzing the current situation of WeChat marketing. First, it introduces the process of the rise of WeChat marketing, the development expectation of Agricultural Bank and the current situation of the Gongzhuling branch of the Agricultural Bank of China, and also combs the relevant domestic and foreign literature through the research method of the article. Secondly, through the product and service category, the market of WeChat marketing in Gongzhuling branch of Agricultural Bank of China is subdivided and the questionnaire is issued. STP strategic analysis is used to locate the market, and the advantages of WeChat marketing in Gongzhuling branch of Agricultural Bank of China are analyzed by using the analysis method of Gongzhuling branch of Agricultural Bank of China. Inferiority, opportunity and threat, found the problems existing in the marketing of the Gongzhuling branch of the Bank of Agricultural Bank of China and analyzed the reasons. Finally, according to the reasons for the existing problems, the strategy of WeChat marketing in the Gongzhuling branch of the Agricultural Bank of China was formulated: the market segmentation, the enhancement of interactive communication, the online and offline cross marketing and the strengthening of the platform construction; and the implementation of the safeguard measures. In the hope of improving the organization system, strengthening the service guarantee and strengthening the risk management and control, I hope that through the research, we can not only give a reference to the WeChat marketing of the Gongzhuling branch of the Agricultural Bank of China, but also hope that it can provide some valuable reference for the commercial banks in WeChat marketing.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.33

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