Marketing Strategy Of W Bank's Financial Management Based On RFM Model

With the continuous improvement of residents' disposable income and the continuous promotion of innovation in Internet financial products,financial institution has promoted the rapid development of financial management,becoming an important part of banking business and contributing more and more to the profits of banks.Compared with the China's Five Largest Banks and Joint-Equity Commercial Banks,the overall development of Urban Commercial Banks started relatively late,with small assets and very limited network coverage.In recent years,with the rapid rise of financial management,under the premise of limited customer resources,Urban Commercial Banks should not only compete with China's Five Largest Banks and Joint-Equity Commercial Banks for the market,but also compete with Urban Commercial Banks and Rural Commercial Banks for rate of return,highlighting the fierce competition in financial management market,single means and no effective competitive advantage.The purpose of this paper is to explore the use of data analysis tools to conduct scientific research and in-depth excavation on the purchasing behavior of financial customers,and to find a highly operational research method of classification of financial customers,which can be used to solve the practical problems faced by the marketing of financial services of W Bank,to better strengthen customer segmentation management,to better carry out financial products and channels,and to gain more advantages in the fierce financial market competition.This paper uses the methods of Literature Research,Case Study and Quantitative Analysis,etc.Firstly,based on the actual situation of banks,the paper try to analyze and summarize the problems existing in bank financial management,such as lack of customer diversion in channel development,inaccurate customer segmentation,high cost of advertising methods,etc.Secondly,based on summarizing the existing literature,through The Customer Segmentation Theory,the RFM Model theory and 4P Marketing Theory of behavioral subdivision,this paper proposes to use RFM model to analyze customer transaction data,and to solve the problem of customer subdivision in bank financial management from three dimensions:customer's latest purchase time,customer's total purchase amount and customer's purchase times.Finally,from the dimension of average interest rate,average product duration and purchase channel,the paper analyze the purchase behavior of different customer groups,and use the analysis results to put forward precise marketing strategies to solve the existing banking financing business problems.The significance of this paper is to study how to apply RFM data model theory to financial customer segmentation and 4P marketing strategy theory to financial business marketing strategy formulation,which has a certain theoretical significance;and take W Bank as a specific research object to obtain the practical application of this study.A set of operation processes:data acquisition,dimensions customization,customer segmentation,behavior analysis,strategy customization,etc.,essentially solve the problem of customer segmentation and marketing strategy of commercial banks,and be practical,replicable and extension.