The Research On The WeChat Marketing Strategy Of Personal Finance Business Of Bank Of Lanzhou

In recent years,with the continuous development of China's economy and society and the improvement of people's living standard,China's personal finance business has been developed rapidly,and varieties of personal finance products have been emerged in large numbers.Traditional financial institutions,emerging internet financial institutions are committed to the expansion of personal finance business and personal finance products.Personal finance market is unprecedented prosperity,leading to increasing competition.In the confrontation of the current online and offline double competition situation of personal finance market,as the first comprehensive strength city commercial bank in the Northwest of China—Bank of Lanzhou,cannot avoid.Its growth of personal finance business is facing severe pressure and test.Over the past few years,Bank of Lanzhou personal finance business profits increased year by year,but its business coverage is limited to Gansu Province,and the mainly business outlets are traditional offline sales mode.Its population scale is insufficient and market space is limited,consequently,there are some limitations for the subsequent development of personal finance business.How to make Bank of Lanzhou personal finance business get rid of these limitations has become an important issue.Remarkably,with the emergence of social media—WeChat,a new mobile internet platform arises,people use the mobile terminals to break the constraints of time and space,so the whole society is closely linked.Its massive user resources and convenient and efficient technical experience,gradually subvert the traditional marketing pattern and marketing methods.With the help of WeChat platform,more and more commercial banks begin to manage the marketing activities of personal financial products in real time,and carry out the sale of financial products and the management of customer relationship for WeChat customers.If Bank of Lanzhou personal finance business and WeChat platform can organically combine,and actively promote its WeChat marketing strategy,it will effectively push forward Bank of Lanzhou personal finance business to seize the strategic vantage point of personal finance market in the era of mobile internet.This thesis selected personal finance business of Bank of Lanzhou as a specific object of research,and finds out the problems that will be faced by the Bank of Lanzhou personal financial business in WeChat marketing.According to the characteristics and advantages of Bank of Lanzhou itself,using the PEST analysis,Potter five forces model,SWOT analysis methods analyzed personal finance business of Bank of Lanzhou's WeChat marketing environment at the macro and micro level.At the same time,according to the relevant theories of STP and 4Ps marketing,this thesis puts forward feasible personal financial WeChat marketing strategies and safeguard measures for Bank of Lanzhou,promotes the sustainable development of personal finance business of Bank of Lanzhou,it also hopes to provide some references for the development of personal finance business in the banking industry.