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论文编号：	6696
作者编号：	2220131070
上传时间：	2014/12/4 20:26:18
中文题目：	北京银行社会化媒体营销策略研究
英文题目：	The Research about Beijing Bank’s Social Media Marketing Strategy
指导老师：	马连福
中文关键字：	社会化媒体;社会化媒体营销;银行;营销观念;社会化媒体生态圈
英文关键字：	social media;social media marketing;bank;conception of marketing; ecological circle of social media
中文摘要：	互联网技术的飞速发展给人们的生活方式、行为习惯带来了巨大影响，其中社会化媒体起到的作用更是不可小觑。因此，越来越多的企业在开展商务活动时把社会化媒体营销纳入了战略重点。银行业作为一种特殊的服务行业，更是需要充分了解社会化媒体营销的特点，以便进行有效利用，从而提升企业的综合竞争优势。行业的发展现状及北京银行的发展战略决定了采用特色化、差异化、客户关系为导向的市场营销战略进行品牌塑造的重要性，而社会化媒体的自身特点及社会化媒体营销的发展前景正好满足了此需求，因此北京银行实行社会化媒体营销具有战略意义。本文使用观察法搜集了多家银行的社会化媒体营销状况相关数据，通过对比分析，发现北京银行的社会化媒体营销战略存在着对新营销模式重视程度低、对平台利用不到位、账户缺乏个性化和关联性、营销方式单一化、与消费者互动不到位五大问题。为了提出有效的解决方法，本文在对现有营销理论及社会化媒体营销研究文献进行深入梳理的基础上结合了案例分析，总结出北京银行的社会化媒体营销战略五步骤。首先需要转变过时的营销观念，与互联网发展环境相接轨，从而认识到社会化媒体营销对自身发展的重要性。其次是在观念转变的基础上根据社会化媒体平台的不同特性，采取整合发展策略，实现平台间的连动关系，最大程度提高每个平台的受关注度。再次是通过多账号互动的方式，形成社交媒体生态圈。然后是通过丰富的内容与活动吸引足够的关注人群，为企业打造宣传平台。最后在宣传平台成功建立的基础上通过真诚的沟通服务，提高消费者满意度，建立稳固的客户关系，完成企业长期品牌资产的打造。
英文摘要：	The rapid development of Internet technology has brought huge influence to people’s life and behavior. Social media play an important role in this process. So more and more enterprises begin to treat social media marketing as a strategic focus when they start a business plan. As a special service industry, the banking industry needs to understand the characteristics of social media marketing fully. Then they can take the best advantage of it. The development of the banking industry and the development strategy of the Beijing Bank demand Beijing Bank to use characteristic, differentiation, customer relationship oriented marketing strategy to build the brand. The features of social media marketing make it become the best way to satisfy this demand. So it is very important for Beijing Bank to launch social media marketing. In this thesis, author use the observation method to collect many banks’ data about their status of social media marketing. Through comparative analysis, author finds that the social media marketing strategy of Beijing Bank exists five problems such as weak attention on new marketing model, lacking use of social media platform, account’s lacking of individuation and correlation, too single mode of marketing, and bad consumer interaction. In order to put forward effective solutions, author combines the case analysis on the base of studying the existing marketing theory and social media marketing literature deeply, and sums up five steps of the Beijing Bank’s social media marketing strategy. First, Beijing Bank needs to build correct conception of marketing. Second, Beijing Bank should integrate social media platforms according to their different character. Thirdly, Beijing Bank could build ecological circle of social media by accounts’ interaction. Fourthly, Beijing Bank should design rich and varied content and form to attract consumers. At last, to develop long relationship, Beijing Bank must treat consumer sincerely, and give feedback to consumers’ complain and advice in time.
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