| In2013, many media suggest that was called the first year of big data. TheUnited States government have invested$200million for "big data research anddevelopment plan" in2012. Almost can affirm,"Big Data Era" has arrived. Bigdata is not only the statistical magnitude change simple, from the management pointof view, big data for data mining, precision marketing provides more space forexpansion, it is great significance to improve marketing efficiency and improvethe customer experience. Therefore, research on big data used in various industriesquietly rising, and gradually increased as the development strategy.Commercial banks in the implementation of the strategy of big data, has thecongenital advantage. In the regulatory system requirements, commercial banks haveclearly and completely, a large number of customer information data, including thecustomer attribute, action attribute, value attribute, how to make good use of the basicdata, rely on data to construct the model of customer relationship management systemis an important topic worthy of further study. ZG bank as an internationalfirst-class bank, has established a customer relationship management framework, hasa relatively mature marketing idea, but in the application of big data, it is still in theinitial stage. Based on this understanding, this paper attempts to study starting fromthe angle of big data, combined with the theory of traditional customer relationshipmanagement, ZG bank how to use big data break through bottlenecks in marketing,and proposes the corresponding development strategy. First of all, big data is one ofthe commercial bank’s core resources, must carry out the system of scientificplanning, the development plan; secondly, using big data will in the classificationmanagement, customer loyalty evaluation, enhance the value of customers; finally,big data to improve customer relationship management, must build reasonable datausing platform, training to use big data of client manager team. |
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