本文選題：微信公眾平臺　切入點：銀行　出處：《天津大學》2016年碩士論文　論文類型：學位論文

【摘要】：近些年來,移動互聯(lián)網(wǎng)隨著4G等通信技術(shù)的發(fā)展和智能終端設(shè)備的普及得到快速發(fā)展。一個顛覆性個人社交軟件“微信”正一步步影響著手機和PAD等移動用戶的生活,受到各個年齡階段人們的喜愛。隨著微信版本的不斷更新,微信也從單純的聊天應(yīng)用逐漸變成媒體信息、游戲娛樂、生活服務(wù)、電子商務(wù)為一體的大型綜合類平臺。微信的普及顛覆了普通民眾的生活方式,同時對推動互聯(lián)網(wǎng)的發(fā)展發(fā)揮著積極的作用。在這個移動互聯(lián)網(wǎng)的時代,如何利用微信有效的為企業(yè)服務(wù),發(fā)展客戶成為互聯(lián)網(wǎng)和金融機構(gòu),電子商務(wù)從業(yè)人員等新的研究課題。本課題以中國郵政儲蓄銀行河南省分行個人金融微信營銷平臺建設(shè)為基礎(chǔ),研究河南郵儲銀行如何利用微信互聯(lián)網(wǎng)平臺,開展網(wǎng)絡(luò)營銷活動,為河南郵儲銀行客戶提供更好的金融體驗。論文首先介紹了課題研究的背景和意義,以及全文的組織結(jié)構(gòu)安排。其次,本文對移動互聯(lián)網(wǎng)下網(wǎng)絡(luò)營銷的現(xiàn)狀進行了深入分析,從移動互聯(lián)網(wǎng)絡(luò)營銷的特點,網(wǎng)絡(luò)營銷的現(xiàn)狀以及微信給金融機構(gòu)網(wǎng)絡(luò)營銷帶來的沖擊等幾個方面進行了全面闡述,并介紹了微信公眾平臺的基本功能和高級功能。第三,本文介紹了河南郵儲銀行個人金融微信平臺的需求分析,系統(tǒng)概要設(shè)計和詳細設(shè)計,對系統(tǒng)要實現(xiàn)的功能、建設(shè)目標、系統(tǒng)設(shè)計方法、架構(gòu)、網(wǎng)絡(luò)及安全設(shè)計進行了詳細描述,并對系統(tǒng)核心模塊部分代碼進行了展示。第四,本文在實際操作環(huán)境中對河南郵儲銀行個人金融微信公眾號的各項功能進行了詳細測試,從自定義菜單、頁面展示、功能實現(xiàn)等方面驗證了系統(tǒng)功能。最后,文章對系統(tǒng)開發(fā)過程中遇到的問題以及收獲的經(jīng)驗進行了總結(jié),展望了下階段的工作內(nèi)容。文章設(shè)計和實現(xiàn)了河南郵儲銀行個人金融微信平臺。該平臺的建設(shè),實現(xiàn)了對行內(nèi)微信平臺的統(tǒng)一管理。整合了銀行現(xiàn)有系統(tǒng)功能,實現(xiàn)客戶積分的查詢及兌換,特惠商戶信息推送、附近網(wǎng)點及特惠商戶查詢等功能。另外,借助微信公眾平臺實現(xiàn)了對我行信用卡、理財、電子銀行等多種業(yè)務(wù)進行宣傳介紹。本文的核心思想是建立適合河南郵儲銀行個人金融、信用卡、電子銀行等業(yè)務(wù)開展營銷活動、拓展對外服務(wù)功能的微信公眾平臺。
[Abstract]:In recent years, with the development of 4G and other communication technologies and the popularization of smart terminal devices, mobile Internet has been developing rapidly. WeChat, a subversive personal social networking software, is influencing the lives of mobile users such as mobile phones and PAD step by step. Loved by people of all ages. With the continuous updating of WeChat version, WeChat has gradually changed from a simple chat application to media information, games, entertainment, life services, The popularity of WeChat has subverted the way of life of ordinary people and played a positive role in promoting the development of the Internet. How to use WeChat to effectively serve enterprises and develop customers into Internet and financial institutions, Based on the construction of personal financial WeChat marketing platform of Henan Branch of China Postal savings Bank, this paper studies how Henan Postal savings Bank makes use of WeChat Internet platform. Carry out network marketing activities to provide a better financial experience for customers of Henan Postal savings Bank. Firstly, this paper introduces the background and significance of the research, and the organizational structure of the full text. Secondly, This paper has carried on the thorough analysis to the present situation of the network marketing under the mobile Internet, has carried on the comprehensive elaboration from the mobile Internet marketing characteristic, the network marketing present situation as well as the WeChat to the financial institution network marketing impact and so on several aspects carries on the comprehensive elaboration. It also introduces the basic and advanced functions of WeChat public platform. Thirdly, this paper introduces the demand analysis, system outline design and detailed design of personal financial WeChat platform of Henan Postal savings Bank, and the function and construction goal of the system. The system design method, architecture, network and security design are described in detail, and some code of the system core module are shown. 4th, In this paper, the functions of personal Finance WeChat Official account of Henan Postal savings Bank are tested in detail, and the functions of the system are verified from the following aspects: custom menu, page display, function realization and so on. This paper summarizes the problems encountered in the development of the system and the experience gained, and looks forward to the next stage of the work. The paper designs and implements the personal financial WeChat platform of Henan Postal savings Bank. Realized the unified management of WeChat platform in the bank, integrated the existing system functions of the bank, realized the inquiry and exchange of the customer points, the information push of the preferential merchants, the nearby dot and the preferential merchants inquiry and so on. In addition, With the help of WeChat public platform, we have carried out propaganda and introduction to our bank's credit card, financial management, electronic banking, etc. The core idea of this paper is to establish a suitable personal finance, credit card for Henan Postal savings Bank. E-banking and other business marketing activities to expand the external service function of WeChat public platform.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：TP311.56

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