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[摘要]互联网金融时代下，不仅传统的金融行业对自己的企业进行创新，一些新型的投资理财企业也开始兴起。如何在这样的大趋势下让自己的企业赢得一席之地，是每个企业都会思考的问题。在这样的大环境下，很多企业都会选择大众比较常使用的一些聊天软件进行营销，微信就是很多企业首先会考虑到的营销工具。尤其是对于创业时期的金融企业来说，利用微信进行营销，通过微信订阅号和朋友圈这样的平台进行品牌营销，把自己的品牌宣传出去，从而使客户知道自己的企业官方网站，进而去选择自己的网站进行投资与融资，无疑不是一个好的宣传平台。但是不是所有的企业都能够用好微信营销呢？是不是微信营销对于企业来说就真的是必不可少的营销工具呢？尤其是在最近一些投资理财平台相继跑路之后，一些创业初期的投资理财平台再进行微信营销时会不会让自己的微信粉丝质疑？在这样的环境下，创业初期的金融企业如何选择呢？本文就以江苏再保金融信息服务股份有限公司这一创业初期的企业来进行微信营销的分析，探讨这一企业在这样复杂的互联网金融时代下，是如何进行微信营销的，微信营销的现状是怎样的？有没有什么的好的成果？以及出现了哪些问题？并对其存在的问题提出一些建议和见解。最后对于金融行业各个企业的微信营销提出一个总的建议和个人见解。50658
The first exploration of Wechat Marketing of Re Reinsurance and Finance Enterprises
Abstract:Not only are traditional financial enterprises creating innovations, but also other new-type enterprises of the finance and investment behavior are thriving under the background of the Internet and finance. Every enterprise must think how to win a place for himself in this great trend. Wechat, under this background, is the marketing tool for every enterprise. Wechat is undoubtedly a good platform especially for financial enterprises during the start-up phase. They take advantage of wechat to marketing. And they give publicity to their brands and make clients know their official website to choose their own website to make investment and financing through such platforms as Wechat subscription number and circle of friends. However can all enterprises make the best of Wechat marketing; is Wechat marketing the indispensable marketing tool? Will some platforms for finance and investment during their start-up phase be questioned by their Wechat fans after some platforms for investment and finance took the money and ran away one after the other. How to choose of these financial enterprises during their start-up phase in this background.This paper takes the limited company of Re Reinsurance Finance and Information Service in Jiangsu as the object to analyze Wechat marketing and explore how to marketing via Wechat in this complicated background of the Internet and finance. What is the present situation of Wechat marketing? Is there any achievement? What are its problems? This paper puts forward some suggestion and opinion for the existing problems. A general advice and personal view about every enterprise’s Wechat marketing of financial enterprises is raised in the end.
Key words: Reinsurance Finance; Wechat marketing; the present situation of development; suggestion
目 录
一、引言 1
（一）研究背景 1
（二）研究意义 1
二、微信营销及其基本原则 3
(一）微信营销的界定 3
（二）微信营销的基本原则