X Bank Personal Credit Loan Precision Marketing Research

With the continuous development of China's economy,our people's consumption concept is constantly changing.Especially with China's housing reform,China's people began to produce housing loan demand,thus promoting the development of China's consumer loan business.Personal credit is an important content of China's consumer credit business,is a personal or family life and consumption for the purpose of a credit to the loan applicant issued,the loans to small loans,the repayment period shall not exceed 36 months.In personal credit,the personal credit demand is higher,according to the bank loan applicant is required to submit all the related information,the bank will carry out the examination and approval for the submission of information and personal credit,personal confirmation will be after have the ability to repay loans through.With the development of Internet banking,big data era,China's financial industry competition intensifies,more and more banks began to carry out precision marketing using big data,determined by the precision of target customers,for different target customers to adopt different marketing strategies,to provide different products,fully meet the target customer needs.So this paper studies the precision marketing of X bank personal credit loan.Currently for banks and other financial institutions,to carry out precision marketing is not only an effective way to improve their comprehensive strength,but also the trend of development of the times.First in the research process of big data,personal credit loans,precision marketing theories such as 4C marketing theory,customer delivered value,a direct communication theory,customer segmentation,cross selling,customer churn management are summarized,providing a theoretical foundation for the study of.Then the analysis of the X bank's current personal credit loan target precision marketing situation,obtain the X bank in precision marketing is the marketing ability,market positioning is not clear,not detailed customer segmentation and brand construction ability,marketing channels play a role in product innovation is not comprehensive,lack of capacity,and some suggestions are put forward according to the present situation,to improve the individual in the era of big data credit target X bank customer precision marketing capabilities,improve sales credit products,to create more revenue for banks.The purpose of this paper is to improve the X bank personal credit loan target precision marketing situation,to improve the precision of bank marketing ability,promote personal credit products sales promotion and research,this paper also for personal credit loans to other commercial banks target customers accurately provide certain reference experience marketing.