The Marketing Strategy Analysis Of Commercial Banking In The Big Data Era

As the reform of China’s financial markets interest rate marketization and financial disintermediation continue to intensify, commercial banks face more intense competition in the market and undergo a strategic transformation. The development of the era of big data,services changed from standardized services to precision marketing,this requires the characteristics of the times with the marketing strategy, market research, product strategy, channel segmentation, marketing strategy and other traditional marketing strategies has led to real-time marketing, social network marketing, behavioral marketing. as the new marketing approach for unstructured, multi-dimensional information to be integrated and to maintain real-time updates, will profoundly affect the marketing rules of commercial banks. China’s commercial banks must promptly introduce new marketing ideas to be based on the context of big data, the use of marketing mix, customer data analysis and research to effectively predict the marketing environment, and to maximize market needs.Presently, commercial banks extensively use the marketing of big data, but the face of social and productive services generated by the explosive development of huge amounts of data, need to explore innovative business based on large data type marketing strategies. In view of this, this paper based on the current characteristics of big data, the environment and the strategic choice of commercial banks currently marketing analyzes, based on the existence of the status quo of China’s commercial banks marketing and the problem by PEST model and SWOT model further analysis of large data marketing objective conditions. Focusing on the development of commercial banks under the big data era 4Ps and 4Cs marketing strategy has been studied, discussed how the commercial banks based on marketing theory with the characteristics of the marketing strategy of choice.