Optimization Of Reputation Risk Management Of A Bank Jiangxi Branch From The Perspective Of Social Media

At present,with the increasing development of China’s information construction technology under the guidance of the socialism with Chinese characteristics in the new era,China’s Internet information undertakings are also developing.As the progress of computer network technology has affected all aspects of human social life,in the information age of mobile Internet technology,human beings can obtain the information they want at any time.Under the background of the current trade war between China and the United States,commercial banks,as an important part of China’s financial sector,need a more stable business environment,so the management of reputation risk of commercial banks needs to be strengthened.At the same time,we also need to explore a set of effective mechanisms for commercial banks to do crisis public relations and public opinion control in the Social Media era.The article mainly takes Jiangxi branch of bank A as the scientific research object,and the content roughly includes the following six main aspects: the first part is the introduction.It mainly explains the writing background,scientific research purpose and scientific research value of the article.The second part is the related concepts and theories of Social Media and reputation risk management.Firstly,it summarizes the basic concepts and connotation of Social Media,reputation risk and reputation risk management,and then briefly introduces the relevant support concepts and relevant theoretical knowledge basis,involving crisis management theory,5S principle of crisis public relations and stakeholder theory,then expounds the relevant domestic market research situation,and then summarizes the characteristics of content communication and reputation risk management in the Social Media era.The third part is the reputation risk management status and main problems of Jiangxi branch of bank A.This part of the article first briefly explains the specific situation of Jiangxi branch of bank A,and then shares the recent cases of reputation risk management of the bank,so as to summarize the problems of Jiangxi branch of bank A,such as weak awareness of reputation risk management,insufficient product innovation ability,poor customer experience of products and services,decline of customer satisfaction caused by lack of service awareness,lack of standardization of reputation risk prevention The lack of reputation risk management talents and other reputation risk management related problems.The fourth part mainly analyzes the problems of reputation risk management of Jiangxi branch of bank A from the inside and outside,which are mainly due to the quality of employees,the absence of creditor supervision of internal management,the asset quality of commercial banks,the lack of internal relevant rules and regulations,the lack of people’s financial literacy and financial concept,the unpredictable public opinion environment in the Social Media era,external regulatory measures and other factors.The fifth part mainly gives optimization suggestions for the existing problems of Jiangxi branch of bank A to alleviate and even solve the problems.The last part is the conclusion and prospect.This thesis briefly summarizes the general situation of the article,and believes that the reputation risk management of Jiangxi branch of bank A must be continuously improved,optimized and improved.At present,China’s mobile Internet is in the leading position in the world,and China’s financial market,especially the banking market,is in the stage of full opening.In the Social Media era,especially in the mobile Internet market with such high participation,the research on bank reputation risk management is still in the preliminary stage in the world.I hope my research can contribute to a new breakthrough in bank reputation risk management.