Research Of Chinese Commercial Banks’ Social Marketing Mode

While the developments of mobile internet technology and big data technology have bring threats to the traditional industries, they also create opportunities for enterprise transformation. On the process of Chinese commercial banks’ evolution and operation, they have not only accumulated rich and mature experience in marketing management, but also build-up their users’ big date information, both of them could contribute to the banks to do social media marketing items. This thesis will focus on the marketing innovation, that how could Chinese commercial banks combine their own great strengths with the internet thinking to innovate the marketing when they are facing the situation that internet environment and financial environment have changed. It is clear that social media marketing is a trend on the times of mobile internet, and a social media marketing with high quality could help banks to enhance company value and increase the number of customers, in addition, depends on the character of social media marketing which information can flow in two-way that the banks would understand their customers’need accurately, then through the analyses to create financial products which are suitable for the market.This essay firstly studies the theory of social media marketing, through the existing profiles and used applications, analyzes the development and trend of the marketing, then introduces a SICAS model which is using in social media marketing widely. Secondly, this article focused on Chinese commercial banks’ traditional marketing model and via the analyses would find the problems from traditional marketing pattern. Next, the paper does a theoretical research about commercial bank carries out social media marketing, by comparing between traditional model and social media marketing model, SWOT analyzing, SICAS model building, customer segmentation and what kinds of problem could be solved through social media marketing, finally design a suitable method and hopefully to give some suggestions for the banks to do the marketing in the near future.The essay does a case study on Industry and Commercial bank of China’s social media marketing that wishes to proof the mode is feasible for Chinese commercial banks.