Research On Precision Marketing Of Wealth Management Products Of J Commercial Bank Under The Background Of Big Data

At present,the development of financial management business is still one of the main forms of China's commercial banks to develop intermediary business.And it is also an important way for commercial banks to attracting deposits and marketing customers,which is of great significance to enhance the good brand effect of commercial banks,and to increase customer satisfaction.Therefore,financial product marketing has a very high position and plays an important role in the commercial bank marketing management.At the time when the marketing and service of financial products is maturing and stabilizing,the traditional business model of each financial institution has been impacted by the Internet finance,and the accumulation and application of massive data have brought a new revolution to the financial industry.In order to adapt to the coming of the "Big Data" era,and to deal with the competition of the industry and the challenges of Internet finance effectively,precise marketing of financial products is particularly prominent.Taking J Commercial Bank as an example,(1)On the basis of analyzing the present situation of big data precision marketing of J Commercial Bank financial products,the key problems existing in precision marketing are extracted.Firstly,based on SWOT theory,this paper analyzes the external environment of accurate marketing of financial products of J Commercial Bank under the background of big data.Secondly,through data analysis and in-depth interview,this paper summarizes the internal strategy of accurate marketing of financial products in J Commercial Bank,and evaluates its effect.Finally,based on the analysis of external environment and internal strategy,the related problems are accurately located,and the causes of the problems are analyzed in detail.(2)Learning from the successful experiences of big data precision marketing in domestic commercial banks,this paper provides the direction for solving the precision marketing problem of J Commercial Bank financial products.Based on the analysis of the characteristics of big data and the empirical cases of precision marketing of domestic commercial banks,this paper summarizes the influence of big data on the precision marketing of commercial banks.This paper points out the development trend of precision marketing of financial products of commercial banks under the background of big data,and provides a guiding train of thought for the strategy of precise marketing of big data,a financialproduct of J Commercial Bank.(3)In view of the problems existing in the precision marketing of J Commercial Bank financial products,and learning from the successful cases of big data precision marketing of domestic commercial banks,this paper puts forward some measures for realizing big data accurate marketing of J Commercial Bank financial products.In this paper,based on 4C theory,aiming at the difficulties and pain points of accurate marketing of financial products of J Commercial Bank,this paper studies and puts forward the corresponding strategy of taking customers as the center.In order to land the related strategies,this paper proposes to construct a precise marketing platform for financial products of J Commercial Bank.This platform mainly includes the collection of data inside and outside the bank,the establishment of customer label library and the formation of user profiling,and on this basis,it puts forward a practical scheme of accurate marketing,so as to realize precision and real-time marketing finally.The innovation of this paper is to break the product-centered strategy of traditional marketing management,combine big data technology with marketing management,research the method of establishing user portrait model on the basis of 4C strategy,improve the marketing management mode of J Commercial Bank,provide reference for the development of other financial business,and have a wide range of application scenarios.