金融业微博营销服务主题及受众行为研究——以国内银行业为例

On Microblog Marketing Service Themes and User Behaviors:Domestic Banking as an Example

以国内10家商业银行的官方微博为研究对象,运用扎根理论和内容分析法研究其博文的主题特征及不同主题对受众行为的影响,并对银行电子服务的微博博主及受众行为进行统计分析。研究结果表明,银行业微博营销内容涵盖不同主题,包括银行资讯、就业资讯、公益资讯、生活咨询及时事咨询,其中受众将银行产品促销和公益性质的内容作为重点关注类别。同时,银行在开展微博活动过程中存在定时发布微博、刷粉丝、昼夜规律及节假日失声等新现象。最后,本研究对有关博文内容营销的对策进行了探讨。为进一步完善银行微博和受众互动提供参考依据,同时为其他金融行业用户行为及品牌内容传播研究提供借鉴。

A survey of 10 representative domestic commercial banks is undertaken to investigate the current situation of providing the mi-croblog marketing service. The paper identifies subject characteristics which have effect on audience behaviors by using grounded theory and content analysis, and analyzes the behaviors of microbloggers and audiences by using statistical methods. It turns out that microblog marketing covers various topics, including bank information, employment information, public information, living information and current events. And the attentions audiences pay to content of microblog may vary, with more focus being paid to promotion and information with public nature. The paper also finds that behaviors of microbloggers and audiences have statistical characteristics which contain special phe-nomena, such as“obscurity in holidays”,“posting microblog for non-working days by timer software”, and“diurnal rhythm”. Finally, the paper explores the measures of the contents marketing. The findings provide implications for future research and specific suggestions on improving the interaction between banks and their audiences through microblog, and provide a reference for studies on user behavior and brand content communication in other financial industries.