移动互联网的高速发展对企业的影响无疑是空前的，特别是近些年互联网金 融的迅速兴起，给银行业带来了翻天覆地的变化，手机银行、微信银行等新的银 行服务模式逐渐替代传统的银行柜台操作模式，成为消费者新的市场选择倾向。在 新的环境下，银行与客户之间的沟通变得更为便捷，同时银行业之间的竞争也更 为激烈。微信作为当前移动互联网最成功的手机应用，打造了全新的银行业营销模 式，其本身具备的营销成本低、客户接受面广等优势，有效释放了当前的因行业潜 在市场空间，但这也给银行传统业务造成了巨大压力。本研究就是基于当前的大背 景，讨论银行如何有效利用微信平台开展更好的营销活动，进而为银行业的创新式 发展提供思路。 本研究以 C 商业银行为研究案例，探讨其微信营销策略非常具有现实意义。 在具体研究上，首先是对本研究开展的具体背景、目的和意义进行了交代，同时 充分梳理了国内外学者关于营销和微信营销的相关研究成果，并对研究的具体思路 和所使用的方法进行说明。其次是对 C 商业银行的基本情况进行交代，对该银行 当前所面临的内外部环境进行了分析。再次是结合问卷调查对 C 商业银行的市场 细分进行探讨，确定具体的营销思路与目标，并从微信平台建设、微信营销渠道 建设、微信互动营销、微信主题营销等角度提出具体营销策略建议。接下来是为了 确保营销策略的落地，从组织架构、人力资源、营销渠道、绩效考核等角度提出具 体的策略保障建议。最后，对本研究进行系统总结，并指出研究的不足及后续研究方 向。 微信营销作为银行业全新的营销模式，大多数银行都处于探索阶段。本研究 对C商业银行的营销策略探讨，以期能帮助C 商业银行有效提升业务营销水平外， 也能为相关银行完善营销体系建设提供思路借鉴。 关键词：C 商业银行，微信营销，营销策略II ABSTRACT The rapid development of mobile Internet is gradually changing the current business operation mode, especially the rapid rise of Internet Finance in recent years, which has brought tremendous changes to the banking system. New banking service modes such as mobile banking and Wechat banking have gradually replaced the traditional bank counter operation mode and become a new market choice trend. In the new environment, communication between banks and customers has become more convenient, and competition among banks has become more intense. As the most successful mobile phone application of mobile Internet at present, Wechat has created a brand-new banking marketing model, which has the advantages of low marketing cost and wide customer acceptance, effectively releasing the potential market space of the current industry, but it also brings great pressure to the traditional banking business. This study is based on the current background, discussing how banks can effectively use the Wechat platform to carry out better marketing activities, and then provide ideas for innovative development of banking industry. This study takes Zhuzhou C Bank as a case study to explore its Wechat marketing strategy is of great practical significance. In the specific research, firstly, the specific background, purpose and significance of the research are explained. At the same time, the relevant research results of marketing and Wechat marketing by domestic and foreign scholars are fully combed, and the specific ideas and methods used in the research are explained. Secondly, the basic situation of Bank C is explained, and the internal and external environment of the bank is analyzed. Thirdly, it discusses the market segmentation and positioning of Bank of C with the help of questionnaires, identifies specific marketing ideas and objectives, and puts forward specific marketing strategies and suggestions from the perspectives of customer interaction, online and offline linkage, multi-channel terminal cooperation, content management and thematic marketing. Next, in order to ensure the placement of marketing strategies, specific strategic safeguard recommendations are put forward. Finally, a systematic summaryIII of this study is made, and the shortcomings and future research directions are pointed out. As a brand-new marketing mode of banking industry, Wechat marketing is in the exploratory stage for most banks. This study explores the marketing strategy of Bank C, in order to help Bank C effectively improve its business marketing level, but also to provide ideas for relevant banks to improve the construction of marketing system. Keywords: Bank C, Wechat Marketing, Marketing Strategy.IV 目 录 摘要 ..............................................................I ABSTRACT...................................................................................................................II 第 1 章 绪论 ........................................................ 1 1.1 研究背景与意义................................................. 1 1.1.1 研究背景 ................................................... 1 1.1.2 研究意义 ................................................... 2 1.2 国内外研究现状................................................. 2 1.2.1 国外研究现状 ............................................... 2 1.2.2 国内研究现状 ............................................... 3 1.2.3 研究述评 ................................................... 5 1.3 研究思路和方法................................................. 5 1.3.1 研究思路 ................................................... 5 1.4.2 研究方法 ................................................... 5 1.4 文章技术路线................................................... 6 第 2 章 相关理论概述 ................................................ 7 2.1 微信 7 2.1.1 微信的概念 ................................................. 7 2.1.2 微信的发展历程 ............................................. 7 2.1.3 微信的用户分析 ............................................. 8 2.2 微信营销 9 2.2.1 微信营销的概念............................................. 9 2.2.2 微信的营销传播价值......................................... 9 2.2.3 微信营销与传统营销的对比 .................................. 10 2.2.4 银行微信营销 .............................................. 11 2.3 营销相关理论...................................................11V 2.3.1 4P 理论.................................................... 11 2.3.2 4I 理论 .................................................... 12 2.3.3 营销传播理论.............................................. 12 第 3 章 C 商业银行微信营销现状与存在的问题 ......................... 14 3.1C 商业银行概况 ................................................ 14 3.1.1 C 商业银行组织架构 ......................................... 14 3.1.2 C 商业银行经营范围与主要业务 ............................... 15 3.2 C 商业银行微信营销的现状............................. 16 3.2.1 微推送信息传播 ............................................ 16 3.2.2 分类信息传播 .............................................. 16 3.2.3 产品信息传播 .............................................. 17 3.2.4 关键字微客服与微活动黏性传播 .............................. 18 3.3 C 商业银行微信营销存在的问题......................... 18 3.3.1 微信品牌形象不够鲜明 ...................................... 18 3.3.2 微信营销规划不够系统 ...................................... 19 3.3.3 微信平台建设不够完善 ...................................... 19 3.3.4 微信运营团队不够专业 ...................................... 20 第 4 章 C 商业银行微信营销环境分析 ................................. 21 4.1C 商业银行微信营销的外部环境分析 .............................. 21 4.1.1 政治环境 .................................................. 21 4.1.2 经济环境 .................................................. 21 4.1.3 社会环境 .................................................. 22 4.1.4 行业环境 .................................................. 23 4.1.5 技术环境 .................................................. 23 4.2C 商业银行微信营销的内部环境分析 .............................. 24 4.2.1 微信营销业务的规模 ........................................ 24 4.2.2 微信营销业务的运作 ........................................ 25 4.3C 商业银行微信营销环境分析的综合评价 .......................... 25VI 第 5 章 C 商业银行微信营销策略构建 ................................. 27 5.1C 商业银行微信营销思路与目标 .................................. 27 5.1.1 微信营销思路 .............................................. 27 5.1.2 微信营销目标 .............................................. 28 5.2C 商业银行微信营销的市场细分 .................................. 28 5.2.1 调查问卷的设计与实施 ...................................... 28 5.2.2 调查问卷结果分析 .......................................... 29 5.2.3 市场细分 .................................................. 30 5.3C 商业银行微信营销的平台建设策略 .............................. 30 5.3.1 完善微信公众号的功能设计 .................................. 31 5.3.2 规范微信营销的内容管理 .................................... 31 5.4C 商业银行微信营销的渠道建设策略 .............................. 32 5.4.1 增强线上与线下的联动 ...................................... 32 5.4.2 拓宽移动终端合作渠道 ...................................... 33 5.5C 商业银行微信营销的互动营销策略 .............................. 34 5.5.1 活动互动策略 .............................................. 34 5.5.2 人工互动策略 .............................................. 34 5.6C 商业银行微信营销的主题营销策略 .............................. 35 5.6.1“微信+社会保障卡”模式 ...................................... 35 5.6.2“微信+校园一卡通”模式 ...................................... 36 5.6.3“微信+三农服务”模式 ........................................ 36 5.6.4“微信+智慧商圈”模式 ........................................ 37 第 6 章 C 商业银行微信营销策略的实施保障 ........................... 38 6.1 组织架构保障.................................................. 38 6.1.1 整合银行微信营销资源 ...................................... 38 6.1.2 组建微信平台工作小组 ...................................... 38 6.1.3 规范流程化运作模式 ........................................ 39 6.2 人力资源保障.................................................. 40 6.2.1 明确微信平台人才需求 ...................................... 40VI 6.2.2 制定人才培养计划 .......................................... 40 6 .3 营销渠道保障 ................................................. 41 6.3.1 线上渠道 .................................................. 41 6.3.2 线下渠道 .................................................. 41 6.4 绩效考核保障.................................................. 42 6.4.1 考核制度的制定 ............................................ 42 6.4.2 考核制度的执行 ............................................ 42 结论与展望 ........................................................ 44 7.1 研究结论 44 7.2 研究展望 44