社交媒体视阈下金融企业客户拓展路径探析

Analysis on the Path of Financial Enterprise Customer Expansion from the Perspective of Social Media

社交媒体能为金融企业带来市场机遇,与之相对应的用户行为模式的特殊性研究正是金融企业亟待解决的问题,从如何拓展客户、提高用户粘性的角度出发,分析用户心理及行为特征,总结出制造话题、病毒散播、共建信息分享平台、完善金融安全等社交媒体营销策略。

Social media can bring market opportunities for financial companies,and the corresponding research on the specificity of user behavior patterns is exactly the problem that financial companies need to solve.From the perspective of how to expand customers and increase user stickiness,this paper analyzes user psychology and behavioral characteristics,summarizes social media marketing strategies such as manufacturing topics,virus distribution,co-construction of information sharing platforms,and improvement of financial security.