Application of microblog marketing in Chinese commercial banks

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With the rapid development of network technology, Micro Bo as a simple interactive platform emerged. The unique language behavior and quick lifestyle of Weibo users gradually build the cultural soil of Weibo. As a representative of the financial industry, commercial banks in recent years also began to make full use of micro-Bo marketing this low-cost, rapid development of new marketing tools to carry out their own bank marketing offensive. Based on the application of microblog marketing in China's commercial banks, this paper analyzes the pros and cons of microblog marketing in commercial banks, and the differences with other general enterprise microblogging marketing methods, studies and ponders the problems encountered in the current microblog marketing process, and makes a preliminary forecast for its development.

The influence of microblog marketing on China's commercial banks

(a) Enhance the image and reduce the risk

Weibo marketing can not only enhance the bank's brand status and social visibility, but also reduce the harm and risk of negative information to the bank, and minimize the risk and loss of the enterprise.

For enterprises, and users can form an immediate and effective interaction, its affinity and intimate service naturally let consumers experience when the feeling of God. Just as many government departments have already opened the platform of micro-blogging, our commercial banks should let micro-Bo Cheng be another important platform for customers to send their own voice.

On the network, micro-blog marketing has an important role in promoting the promotion of enterprises, at the same time, in the micro-bo this convenient platform, the bank on the timely treatment of negative information, can reduce the harm of speech to the lowest.

Any product and brand in the promotion and sales process will be different negative information, this information on the micro-blog is undoubtedly a threat and challenge to the enterprise. At the same time, with the help of the microblogging platform, it is easy for companies to turn these negative messages into positive information, especially when some competitors are publishing untrue information out of malicious competition. We can through the public relations, through the negative information to dispel the rumor, through the user positive information counterattack achieves reduces these harmful information to the lowest degree the goal. It is precisely because Weibo has this fast feedback mechanism that companies are able to ensure that the risk of negative information is effectively reduced in most environments.

(ii) cost savings, reserve strength

The low cost of Weibo marketing and the low threshold of mastering marketing skills. With the compression of TV advertising time, unit time advertising costs are also rising, many companies have to change the advertising strategy, many from the television media, print media began to move to the Internet, and with the emergence of micro-blog, thoroughly resolved the traditional Internet communication, greatly expanded the use of micro-blog and instant interaction, In micro-blog marketing, as long as a little time to write no more than 140 words, or edit a picture, you can form a marketing carrier, the Internet has been widely disseminated, visible microblogging marketing threshold has been greatly reduced, whether from the technical threshold or the cost threshold is so! The emergence of microblogging marketing to a large extent to save the bank's advertising costs and promotional costs for the bank's further investment and development lay the foundation.

Whether it's four state-owned commercial banks or joint-stock commercial banks like China Merchants Bank, in the new era has advertised: "Your fans over 100, you are like this magazine; more than 1000, you are a bulletin board; Over 10,000, you are like a magazine; more than 100,000, you are an urban newspaper; more than 1 million, You are a national newspaper; more than 10 million, you are the TV station, more than 100 million, you are CCTV. "With the four portals as the first choice for online marketing, micro-blogging, the least expensive effect of the new media, has rapidly accumulated a lot of popularity in our business sector." Commercial banks are looking at the micro-Bo marketing this feature, so more focused on their marketing positions to the microblogging platform.

(iii) Enhanced linkages for development

Weibo can effectively strengthen the communication and contact between banks and customers in time, communicate the latest regulations and regulations of the Bank, and play an important role in the implementation of bank policy and the maintenance of old customers and the development of new customers.

Now many enterprises are not able to achieve a great development, a very important reason is the lack of communication between enterprises and users, user feedback can not be timely response to the company's development planning, resulting in enterprise development and user needs run counter. Why does the Microsoft operating system provide download links for many users to download and try each time it is developed? Because the users will be fed back to Microsoft, and then the company in time to improve, so as to develop a user experience extremely high system software. In contrast, for Apple, the operating system is always airtight and unknown. In the fog like rain and wind communication, the user and the company less communication, the audience of Apple system will naturally be much lower. Therefore, timely and effective communication with the user is very important for the enterprise.

Today's micro-blogging marketing for enterprises and users to build a bridge between the instantaneous communication, so as to help enterprises get first-hand user feedback information to help enterprises correctly formulate product development direction and enterprise development direction. As a risk change and market users closely related to the industry, banks in the timely communication of customers, the transmission of information need to help and promote the microblogging.

Reflections on the application of microblog marketing in China's commercial banks

(a) Microblogging marketing in China's commercial banks in the use of the problem

Micro Bo Marketing as a newly developed competition field, in the rapid development of economic fundamentals at the same time, the superstructure of the lag also to a certain extent to limit the speed of its development, even in some cases will cause problems in the application process.

1. Reduce Corporate Prestige

Commercial banks in China are mainly state-owned, and state-owned enterprises in our view is not only a symbol of serious and prudent, but also the behavior of various other corporate groups benchmarking. At the same time, Micro Bo as a public entertainment and communication tools, its civilians although to a certain extent conducive to the use of Commercial Bank marketing plan, on the other hand, the bank is not prudent impression of the commercial banks in the hearts of consumers and the dignity of the disappeared.

The reality that commercial banks can use newspapers, televisions, or networks to communicate policies and information to their clients, and that the use of microblogs and the main value of microblogs in the audience has always been entertainment, will make consumers skeptical about the authenticity of the bank's various policy decisions.

2. Limiting the intensity of communications

Any microblogging is the need to have enough fans to reach the effect of transmission, popularity is the basis of Weibo marketing. As a commercial bank of the official microblog, it should be said that in the absence of any popularity and popularity of the situation through micro-Bo marketing, is quite difficult.

Network era is the era of high-speed information transmission, micro-blog is the use of the network to achieve communication and interaction. The popularity of Weibo is the key to this process. The new content on Weibo is coming too fast, so if the information fans are not paying attention, it is likely to be buried in a lot of information. The vast majority of people who surf the internet on Twitter are young people with a sense of amusement, not professionals who are concerned about the dynamics of the situation, and less time and energy on the official microblog of a bank, so the scope of the bank's marketing is limited.

3. Lack of laws and regulations

In China, the present stage, has not established a set of network micro-bo perfect legal system, so many problems will appear at the same time. Micro Bo as a business marketing platform, with its small amount of information, audience groups, the spread of speed and other characteristics, has been a lot of business pro-Lai. To some extent, these characteristics also give some malicious outlaws to take the opportunity: borrowing the name of commercial banks, the use of micro-blog to publish and publicize some untrue information, has reached the goal of deception and propaganda. This kind of social existence phenomenon and behavior, to the development of micro Bo and Commercial Bank's marketing propaganda plays the lag function, seriously interferes the commercial bank's normal marketing activity.

(b) Micro-blog marketing in China's commercial banks to apply the recommendations

1. Strengthen communication and communication with customers

Commercial banks to take advantage of this marketing approach, not only in line with the bulk of the taste of entertainment and publicity at the same time, but also adhere to the integrity-based, mutual benefit of the marketing concept to win customer trust and favor. Only with customers to establish long-term entertainment exchanges and mutually beneficial relations of cooperation, enterprises in the fierce competition in a firm footing, to develop and grow.

At the same time, to adhere to the marketing of humanity, to love moving, to love touching. Humanized Marketing is the basis for banks to cultivate customer loyalty, cultivate long-term strategic partners and stabilize basic customer groups. Insisting on the marketing hierarchy is the bank segment customer market, seeks the target customer group, causes the resource allocation to play the effective function, conforms to the market demand. Accordingly, it is the key to determine the market position of the marketing environment suitable for the bank itself.

2. Promote the purpose, planning and timeliness of marketing

The purpose of bank marketing is to find a place in the fierce market competition, give full play to the resources and capabilities of the bank, provide more financial products and services to customers, and thus to meet customer demand and gain more benefits.

According to marketing objectives to formulate marketing development goals, around the marketing development goals to develop a practical marketing strategy, according to marketing strategy implementation of marketing plans, layers of advance, there are plans to step forward to the established goals. Insist on product diversification, service means diversification to meet the needs of different customers, to attract customer awareness and participation, to improve the total market value of all products of the bank or a product, improve the level of financial services and quality, is the bank to do strong and big guarantee. The banks ' own perfection will also encourage the banks ' popularity and interest in Weibo.

3. Sound and Perfect micro bo marketing and commercial banks related laws and regulations system

With the further development of China's socialist market economy, marketing has been widely paid attention by domestic commercial banks. However, because marketing activities in China's financial sector is still a new field, both theoretically and practically are in the exploratory stage, which requires us to sum up the experience, and learn from the business and foreign commercial banks, in order to form a set of commercial banks for China's national conditions of the marketing system, at the same time, We should also establish and perfect a series of related system of micro-BO communication under the network environment, and promote the healthy development of commercial bank Weibo marketing.

(iii) The prospect of microblog marketing in China's commercial banks

With the rapid development of science and technology, the spread of network information and application in the field of commercial market has played an important role. The heat of Weibo has promoted the wide application of micro-blog marketing to various enterprises. At the same time, commercial banks are faced with different marketing environment because of their special industry nature, so we should analyze and study it from many angles for their microblog marketing. We should consider not only the differences between commercial banks and other industries, but also the similarities and differences of microblogging marketing and other marketing methods. Only concrete analysis of specific problems, timely and effectively solve the commercial bank in the micro-bo marketing process, to promote our commercial banks in the direction of further and better development.

In short, modern commercial banks belong to the service industry, in its essence, as the general industrial and commercial enterprises, its operating objective is to meet customer demand under the premise of the pursuit of maximum profit. Without customers, commercial banks have lost the foundation of Survival, which is the fact that no commercial bank can avoid. With the deepening of China's financial system reform, the state-owned commercial bank "eminence" situation has been broken, a variety of joint-stock banks, joint-venture banks have emerged, coupled with a number of well-known foreign multinational banks to the landing in our country, these have further exacerbated the competition in our banking service industry. At the same time, with the gradual improvement of people's living standards, consumer demand for banking services is also in constant change, and their financial awareness is increasing, the choice of increasingly rational, financial services, "buyer's market" gradually obvious. In this situation, the commercial banks of our country must change the management concept and implement the service marketing strategy if they want to survive and get development.

It is one of the competitive means for our commercial banks to enlarge the market and stabilize the customer base by using the micro-blog marketing method. Commercial banks only seize the opportunity to grasp every development and marketing opportunities, in order to become increasingly in the market economy increasingly fierce environment growing.

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