Research Of Marketing Policy Of WeChat Official Account Of 'A' Bank

With the increasing impact of We Chat,more and more company starts to pay attention to the business opportunity inside it,they treat We Chat marketing as a new marketing choice.We Chat marketing has become another popular marketing method after Weibo marketing.Through this powerful social platform of We Chat,which provides text message、voice、picture and video,it is convenience to do real time communication between the company and its users.The company can understand the user's need correctly and accurately and can make the user be more satisfied by providing better product and service to them.This paper,taking ‘A' bank as the research target,introduced its current situation of the We Chat official account of the bank,and analyzed its existing problems and causes.Besides these aspects,this paper also provides an empirical research for the content of We Chat official account and the stock price,then found there is a relationship between them,this also gives a hint to the importance of the text information of the We Chat official account.At last,based on the causes found by this paper,it gives some suggestions on the marketing effect of the official account of We Chat of‘A' Bank such as marketing ideology、team building、employee training、information system and specific policy,and the purpose of this paper is to provide theoretical reference and practical basis for the application of the marketing policy of We Chat official account of other banks.