| We Chat public number has become one of the indispensable bank marketing channels. It’s the main task of the bank’s wechat public number to make information more effectively disseminated to the target audience, enabling customers to use micro, mobile banking and other electronic channels. This paper analyzes the content and function of We Chat public number, and uses the method of interview and questionnaire to study the factors that affect the communication effect of bank’s We Chat public number.The study found that, under the security of the restrictions, the current bank We Chat public number can only assume the propaganda function. We Chat bank function is simple and single, and the main functions are turned to mobile banking. And the factors influencing the public propaganda effect is mainly article title and content. Ease of use of We Chat public number will affect the user satisfaction. The importance of content will affect the user satisfaction. To further enhance the attention, the key of banks operating wechat public number is to push the useful content and make the wechat bank easy to use. |
