Effective Marketing Management For Private Bank Base On WeChat Platform

Since June 2013,under the environment of China economic structure reformation and upgrading,the State Council made a clear instruction to encourage private capital into the financial sector,till September 29,2014,five private banks had been officially approved to do pilot.Private Banks,as a private financial institution at their own risk,under the high degree of homogeneity of the banking industry,need to be more accurate and effective to do marketing management,highlight their advantages,require new customers,retain current customers,and deeply understand customer needs.Understand the fast improved penetration rate of Internet and Smartphone with nearly 700 million active users on WeChat,operated by Tencent,has become the largest third-party social network platform.More and more companies start to use WeChat to do promotions.In this thesis,we take WeChat platform as the basis,analyze marketing models that are applicable on this platform,propose AICSA marketing management theory and establish one prediction model and two evaluation models,i.e.WeChat Platform Register Prediction Model(WRPM),WeChat marketing Program Noticed Rate(PNR)model and WeChat marketing plans Customer Conversion Rate(CRR)model.We hope this research could be a reference for private banks and other financial institutions for developing further marketing strategies in the era of O2 O and Internet+.