Research On The Precise Marketing Strategy Of A Commercial Bank

With the torrent of big data era surging,all kinds of applications based on big data technology emerge rapidly in all walks of life,and various industries have begun the in-depth integration with big data.For commercial banks,as China's social life continues to rise,the continuous accumulation of household wealth,the people's demand for financial services is increasingly diversified and specialized,commercial banks,the traditional homogeneous and standardized extensive marketing service model has been more and more The more difficult it is to meet the people's growing financial needs.Commercial banks in the face of massive customer base and rich financial products,marketing efficiency and effectiveness are in the process of declining.How to find and provide accurate financial products and services to target customers quickly and effectively has become a common challenge for commercial banks.In the face of the current difficulties encountered by commercial banks in customer marketing,only by fully embracing big data technologies and earnestly making good use of scientific and technological forces to carry out precise marketing can the service efficiency of commercial banks be truly enhanced and the barriers to the promotion of commercial banks' In order to achieve a win-win situation of customer value and commercial bank value.Based on big data thinking,this paper mainly studies how to use big data thinking to effectively analyze and excavate mass customer data stored by A commercial banks and carry out accurate marketing practices based on the results of big data analysis so that the potential of data assets can be truly played Great value.Through the analysis of customer's characteristic data as the starting point,the customer's omni-directional information is extracted for data modeling and big data feature analysis.The quantitative analysis of customer characteristic data is carried out by statistical analysis,modeling and correlation analysis,etc.,Feature information base to form the basis of big data analysis based on customer characteristics,And then excavated from the total amount of customers with similar characteristics of the target customers to establish a commercial bank precision marketing practice target customer base.After obtaining the accurate marketing target customer groups,according to the main features of the customers,the target customers are provided with products and services that are suitable for their financial product preferences,risk appetite,service channel preference and promotion marketing activities,etc.to precisely meet the target customer base of financial products and services demand.Finally,the paper discusses the organization management guarantee measures,manpower safeguard measures and science and technology guarantee measures needed by the implementation of precision marketing to ensure the accurate marketing strategy is effectively implemented in A commercial bank.Through the research above,the accurate marketing strategy of A commercial bank is formed.The implementation of accurate marketing strategy will help A commercial bank to realize the transformation and upgrading of marketing mode,enhance the marketing efficiency and effectiveness,and achieve the win-win between customer value and enterprise value.