The Design And Implementation Of Personal Customer Precision Marketing Management System For Economic Construction Bank

The precise marketing concept has the characteristics of pertinence and purpose.In recent years,it has been cited and gradually applied to the personal customer marketing work of financial institutions such as CCB.Due to the lack of effective means to obtain customer demand,the bank's marketing approach is characterized by singularity.The marketing products and marketing services provided by it do not fully adapt to the real needs of customers.At the same time,the implementation of marketing work is difficult to grasp in time,which is not conducive to the rational allocation of unit resources,and the core concept of precision marketing cannot fully reflect.Therefore,CCB aims to solve the above problems and develop the precision marketing management system for individual customers.The technologies used in system development include technologies such as the MyBatis framework and the Spring MVC framework.It builds and processes transactions using the factory components in the MyBatis framework based on the hierarchy of the technical architecture,including the persistence layer and the business layer.At the same time,it can implement the underlying encapsulation of data.The Spring MVC framework can separate components such as views and reduce coupling,and it can handle module business classes.The Oracle database includes a physical structure and a logical structure system to accomplish large-scale data management tasks.Construction Bank's individual customer precision marketing management system realizes the management functions of marketing plan,marketing task,marketing execution and marketing evaluation.Marketing program management is based on the creation of independent and reference-based marketing programs to complete the submission and release of marketing programs.Marketing task management is based on the creation of common,multi-band,normal,and other types of tasks.It can review and change marketing tasks,and it can submit tasks after completion.Marketing executive management is aimed at active marketing and passive marketing opportunities.The main links include distribution,presentation,feedback,etc.,which can demonstrate OCRM's tasks and business opportunities,and maintain customer opportunities and execution.In addition,it realizes the presentation and feedback tasks of personal online banking,mobile banking and other channels.The marketing evaluation management takes the marketing feedback report,the marketing execution report and the execution statistics of its sub-category reports as the basic tasks,and can monitor the marketing plan and marketing monitoring,and complete the statistics of the channel business opportunities.After the application of this system,the targeting of marketing activities and marketing tasks set by CCB has been significantly enhanced.It can truly reflect the actual needs of customers.The problem of simplification of marketing methods has been fundamentally resolved.Through enhancing the monitoring of the marketing process,the cost of the marketing process is controlled,the progress of the task can be obtained by technical feedback,and the concept of precision marketing is reflected.