Research On Analysis And Application Of Bank Precision Marketing System Under The "New Retail" Model

The concept of "new retail" brings the retail industry to a new direction of development and development power.The most critical concept of data driving is the integration of online and offline channels.Similar to the retail business,commercial banks with similar commercial structure are also facing the common problem of "retail business" which is developed rapidly under the offline resources,but with high cost,and the development of online channels is accelerating.Taking the new retail mode as the reference object,this paper extracts two important characteristics of customer portrait and personalized recommendation from the 8 key characteristics of the new retail mode,and constructs the bank precise marketing system based on the new retail mode and its innovative application.In the first chapter,the second chapter is the introduction and research review,reviews the basic theory and application of new retail,precision marketing,the key idea of the new retail is "data driven",and the characteristics of the new retail model has eight important features of strategy,customer profiling,personalized recommendation,personalized,customized cross platform,high quality,rich experience,mobile social scenes,this paper attempts to draw on the new retail model of "customer portrait" and "personalized" two characteristics,realize the marketing of commercial bank data driven application.The third chapter introduces the actual marketing business of Z bank,the core module of customer portrait marketing system for the corresponding design,commercial bank customer portrait mainly by the "basic attributes","purchasing power attribute" and "credit risk attributes" and "customer behavior" is composed of four parts,describes the level of the the shared customer portrait label generation process and the process of practice: establish the classification model of random forest "is scheduled to vote" customer based on the label.The fourth chapter puts forward the overall design of precision marketing system based on the new retail mode,including three parts: the full channel data collection system,the full channel data sharing system and the full channel marketing system.The fifth chapter according to the actual business of commercial banks,optimize the design of personalized recommendation algorithm,using collaborative filtering algorithm based on customer clustering,and the algorithm is compared with the evaluation,provides a new way to solve the problem of precision marketing of commercial banks.