本文選題：信用卡 + 微信�。� 參考：《浙江理工大學(xué)》2017年碩士論文

【摘要】：近年來(lái),中國(guó)移動(dòng)互聯(lián)網(wǎng)技術(shù)飛速發(fā)展,微信營(yíng)銷(xiāo)以其廉價(jià)、高效的優(yōu)點(diǎn)逐漸成為一種主流的產(chǎn)品營(yíng)銷(xiāo)方式。信用卡微信營(yíng)銷(xiāo)也成了各商業(yè)銀行的必然選擇。本文以筆者所供職的NY銀行溫州分行為例,對(duì)NY銀行溫州分行基于微信公眾平臺(tái)下的信用卡微信營(yíng)銷(xiāo)策略展開(kāi)研究:通過(guò)探討解釋微信營(yíng)銷(xiāo)的相關(guān)概念以及營(yíng)銷(xiāo)組合策略的相關(guān)理論,運(yùn)用文獻(xiàn)研究法、調(diào)查問(wèn)卷法,以4P、4C等營(yíng)銷(xiāo)組合策略為基礎(chǔ),對(duì)NY銀行溫州分行的信用卡微信營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析,發(fā)現(xiàn)信用卡微信營(yíng)銷(xiāo)優(yōu)勢(shì)主要集中在滿足了客戶用卡便利的需求以及擴(kuò)大了信用卡營(yíng)銷(xiāo)渠道等方面;結(jié)合問(wèn)卷調(diào)查數(shù)據(jù)結(jié)果,又發(fā)現(xiàn)當(dāng)前的信用卡微信營(yíng)銷(xiāo)存在客戶溝通不足、微信平臺(tái)功能創(chuàng)新緩慢,推送內(nèi)容滿意度低等諸多問(wèn)題。本文主要以以上觀察及分析結(jié)果為主要切入點(diǎn),提出信用卡微信營(yíng)銷(xiāo)策略的改進(jìn)意見(jiàn),主要包括著重完善微信平臺(tái)的溝通渠道、提升推送內(nèi)容的精準(zhǔn)營(yíng)銷(xiāo)以及信用卡的便利性等,在滿足客戶需求的同時(shí)提升信用卡產(chǎn)品的競(jìng)爭(zhēng)力。
[Abstract]:In recent years, with the rapid development of mobile Internet technology in China, WeChat marketing has become a mainstream product marketing method with its advantages of low cost and high efficiency. Credit card WeChat marketing has also become the inevitable choice of commercial banks. This article takes NY Bank Wenzhou Branch as an example, This paper studies the marketing strategy of credit card WeChat based on WeChat public platform in Wenzhou branch of NY Bank: through discussing and explaining the related concepts of WeChat marketing and the relevant theories of marketing combination strategy, using literature research method and questionnaire method. Based on the marketing combination strategy of 4PX 4C, this paper analyzes the current situation of credit card WeChat marketing in Wenzhou branch of NY Bank. Found that the credit card WeChat marketing advantages mainly focused on meeting the needs of customers to use the card convenience and expand the credit card marketing channels; combined with the results of the questionnaire survey data, and found that the current credit card WeChat marketing customer communication deficiencies, WeChat platform function innovation is slow, pushing content satisfaction is low and many other problems. This paper mainly based on the above observation and analysis results as the main breakthrough point, put forward the improvement of credit card WeChat marketing strategy, including mainly focus on improving the communication channel of WeChat platform. Improve the precision marketing of push content and the convenience of credit card to meet the needs of customers and enhance the competitiveness of credit card products.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.2;F274

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