Take the Industrial Bank of China as a Case to Analyze the Problems of Commercial Banks' Social Media Marketing Strategy

Abstract

With the advent of the era of big data, the application of the Internet and Internet of Things technology in various industries promotes the rapid update and iteration of data. With the rise of social media platforms, their influence on lifestyles and business models is increasing. The marketing model of commercial banks also needs to adapt to the development trend of the market and change. They need to pay more attention to the marketing methods of social media platforms. Therefore, it is necessary to study the marketing strategies of commercial banks' social media platforms. This paper mainly studies some marketing strategies of Industrial Bank in subscriptions, Weibo and Channels. It is found that there are some problems in marketing, such as weak innovation ability, insufficient content attraction, and flow conversion that need to be improved. Based on these, the paper gives some concrete suggestions: commercial banks can make use of the fan economy in marketing, so as to attract customers innovatively. Commercial banks should also improve the quality of marketing content and pay attention to the difference in marketing products. In addition, commercial banks should focus on improving the conversion rate of flow, the approach can be increasing the placement of advertising.