本文選題：微信公眾平臺 + 微信營銷��； 參考：《吉林財經(jīng)大學》2017年碩士論文

【摘要】：移動互聯(lián)網(wǎng)已經(jīng)走入千家萬戶,對人們生活的各個方面都產(chǎn)生前所未有的影響。在發(fā)展的過程中出現(xiàn)的各種新興的網(wǎng)絡服務,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設(shè)備,將互聯(lián)網(wǎng)完全滲透到人們?nèi)粘Ｉ钪?微信營銷隨之走進了各行各業(yè),尤其是互聯(lián)網(wǎng)金融出現(xiàn)了嶄新的變化。微信營銷作為商業(yè)銀行一種新的營銷方式,它的低成本、高性價比的優(yōu)勢成為商業(yè)銀行不可忽視的服務渠道,商業(yè)銀行的微信營銷的發(fā)展情況將決定其在移動金融領(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,把微信營銷的精準性和便利性融入到服務當中,使得銀行為用戶提供更精準的品牌推廣服務和更加方便快捷的業(yè)務服務。本文旨在對中國農(nóng)業(yè)銀行公主嶺支行(以下簡稱“農(nóng)行公主嶺支行”)微信營銷現(xiàn)狀進行分析后提供更加適合于該行的微信營銷策略。首先,介紹了微信營銷興起的過程和農(nóng)業(yè)銀行發(fā)展期望以及農(nóng)行公主嶺支行現(xiàn)狀,又通過文獻研究方法來梳理相應的國內(nèi)外文獻,還采取問卷調(diào)查進一步研究。其次,通過產(chǎn)品和服務類別對農(nóng)行公主嶺支行微信營銷的市場進行細分并發(fā)放調(diào)查問卷,運用STP戰(zhàn)略分析,再對細分市場進行定位,運用SWOT分析法通過了解農(nóng)行公主嶺支行微信營銷的現(xiàn)狀分析出該行的優(yōu)勢、劣勢、機會和威脅,發(fā)現(xiàn)了農(nóng)行公主嶺支行在微信營銷方面存在的問題并分析原因。最后,根據(jù)存在問題的原因制定出農(nóng)行公主嶺支行微信營銷的策略:明確市場細分、增強互動交流、線上線下交叉營銷及強化平臺建設(shè);提出實施保障措施:完善組織制度、加強服務保障、加強風險管控。希望通過研究,不僅可以給農(nóng)行公主嶺支行微信營銷提出可借鑒的思路,而且也希望可以為各商業(yè)銀行在微信營銷方面提供一些有價值的參考。
[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.
【學位授予單位】：吉林財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.33

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