Retail Marketing Precision Marketing Research Of W Bank

In recent years,with the rise of the Internet,especially the development and application of the mobile Internet,it has increased the penetration of information technology into various fields of society,and the banks are no exception.Especially the rise of the emerging financial industries such as Ali Finance,Competence Wealth Management and so on.This has brought unprecedented pressure and challenges to the traditional banking sector.The advantages of these emerging financial industries lie in their ability to understand and control customer data.At the same time,the standard of living of residents has improved and incomes have generally increased.Commercial bank retail business has been unable to adapt to the changing environment and can not meet the needs of modern finance.Therefore,the traditional banking industry wants to continue to survive and develop.We must shift to a development model based on big data.At present big data is highly concerned by the state and has already been successfully applied in other industries,and the retail business of commercial banks has a huge amount of data resources waiting to be developed and utilized.Therefore,this paper puts forward that using big data to establish precision marketing platform to realize service,marketing and management transformation is the breakthrough of commercial bank retail business to improve nuclear competitiveness.In the era of big data,commercial banks need to change,reform and innovate their marketing strategies.The previous marketing concept of "product-centered" in commercial banks has obviously failed to conform to the development trend of the banking industry.It is urgent to change the concept of "customer-centered" development.By establishing customer database,we can accurately market our customers,tap their potential consumption power,and provide customized products and services to create additional value.Based on the above background,combined with big data and the theory of precision marketing strategy,using the data collection and analysis function of database,this paper studies the advanced nature and shortcomings of the precision marketing platform design of W bank retail business.As well as the subsequent improvement and safeguard measures,the research conclusions can not only provide a practical guide for the database based accurate marketing of retail business of W Bank,but also provide reference basis for similar strategies of domestic banks.This paper mainly studies the precise marketing of retail business of commercial banks by combining theory with practice.By reading a lot of literature and comparing it with competitors,the paper analyzes the current situation of retail business in W commercial bank.At present,the system construction and data usage are comprehensively analyzed,the existing problems are analyzed,and the feasible scheme of transformation and promotion is studied,that is,to construct a precise marketing platform for retail business of W commercial bank.Analysis and application,fully understand customers,find customer needs,promote effective marketing,achieve scientific decision-making,and finally transform big data into the actual retail business core competitive power.This paper has completed the overall design of the precision marketing platform,deeply analyzed the retail business demand of W bank based on big data application,discussed in detail the requirements of user,business,function and operation,etc.This paper presents the construction objectives and methods of big date application and precision marketing platform,and expounds in detail the requirements of customer management,marketing management and management decision-making.At the same time,the implementation rules and personnel organization structure analysis of the precision marketing platform have been completed.The test results of actual cases have been carried out.The test results show that it is used and carried out conscientiously.The marketing task of the network in the marketing effect is greatly improved,It is believed that when W bank retail business precision marketing platform is fully put into use,the number of new customers and customer assets will be continuously increased,in order to achieve the magnificent transformation of modern retail business.Processing a huge amount of historical data and meeting rapidly growing new data is a huge challenge for large commercial banks.In the future,there is a need to focus on further improving data quality and balancing the costs and benefits of data analysis.Problems.The current social credit system is in the process of being constructed,It is believed that the supervision and management of credit data in the future,the collection and accumulation of credit data,and the safety of use will be further standardized.When it reaches big date application conditions,the customer credit analysis should be brought into the accurate marketing system of retail business in good time.