Study On Wechat Marketing Policy Of Local Commercial Bank Based On AISAS Theory

Traditional local commercial bank marketing starting point is the enterprise profit,did not put the need of customers in and corporate profits equally key position,and through multiple links products to consumers' hands,harmony long supply chain not only reduces the efficiency of the products,and increase the cost of the product.In the Internet,especially the mobile Internet era,the traditional marketing way has no way to meet the personalized needs of consumers.Consumers of precision marketing,integrated marketing generally higher requirements are put forward.And WeChat was born,and make marketing network economy,great changes have taken place,its characteristics of high precision,convenience,exposure,to produce a one-to-one interaction between businesses and consumer,it also brings to the local commercial bank the traditional marketing mode of the new thinking,new innovation.Under the above background,this paper based on the AISAS theory model,from the attention,stimulate interest,information search,action,information share five aspects to build the WeChat marketing model of local commercial banks,and on the basis of the theoretical model,put forward WeChat marketing steps,divided into established WeChat marketing communication basis points,for WeChat marketing strategy,based on the AISAS model in WeChat marketing communication behavior,evaluation feedback four steps.As a case study of Xiaoshan agri-businesses bank,make its WeChat marketing strategy,and analyze the Xiaoshan agri-businesses bank graphic data released in the second half of 2016,WeChat marketing influence model is set up,confirm WeChat marketing influence and reading the number and the number of forward positively correlated,and then to carry out WeChat activity "coffee" against "instance analysis conclusion.Through theoretical analysis and empirical research,this paper get the following conclusion:(1)WeChat marketing is good with the impact of local commercial banks to deal with the Internet marketing.The target customers of local commercial banks as a financial consumer demand for the young,match the WeChat younger user and high quality,plus WeChat point-to-point precise marketing,one hundred percent arrival rate,high mode innovation and diversity,interactive,make up for the deficiency of the traditional marketing way of local commercial bank,conform to the requirements of the Internet under the background of the new marketing methods.(2)WeChat marketing effect and by reading the number is proportional to the number of forwarding,local commercial banks to carry out the WeChat marketing to enhance WeChat public forward by reading the number and frequency.(3)Local commercial banks to carry out WeChat marketing AISAS consumer behavior model according to the four steps.The age of the Internet consumer behavior models are caused by customers,stimulate customer interest,guide information search,promote information sharing operations and promoting the five step,this step is the establishment of WeChat marketing model to develop marketing basis,develop marketing plan,carry out and evaluate the effect of WeChat marketing feedback four steps.