Research On Precision Marketing Strategy Of Branch Of Agricultural Bank Of China Retail Business Under The Background Of Big Data

Human beings have already entered the era of "big data".In every field of society,people will make decisions based on data.In commercial banks,when marketing based on real-time transaction information of customers,the success rate is often greatly increased.Under the background of big data,commercial banks should conform to the trend of combining retail finance with science and technology finance,and make full use of the large amount of data generated by commercial banks in the field of operation.At the same time,the importance of retail business of commercial banks is becoming more and more significant,but the marketing mode of retail business is still extensive marketing.Therefore,building a large data platform for retail business of comlercial banks and implementing precise marketing strategies are conducive to accurate market segmentation and customer group positioning of comoercial banks,improving banking services,improving custoner satisfaction and customer stickiness.At the same time,it will help commercial banks to carry out product innovation,and then promote the development of retail banking business.This paper takes Hebei Branch of Agricultural Bank of China as an example,using the methods of documentation,case analysis and induction,first introduces the development status of precision marketing in the retail business of Agricultural Bank of China,and illustrates that the current commercial banks in China have insuffieient understanding of marketing,inadequate data mining,inadequate marketing channels,and their own financial products in the process of precision marketing.Product innovation is inadequate,customer activity is not high.Secondly,this paper focuses on big data,and will analyze the definition,characteristics and impact of big data on precision marketing of commercial banks.Then,through the case study of the branch's precision marketing,it analyses how to use big data to successfully implement the precision marketing strategy.Finally,on this basis,it puts forward its own suggestions on how commercial banks apply big data to precise marketing of retail business:first,they should pay attention to the integration of online and offline resources,at the same time,they should deeply mine and process customer data,strengthen personalized financial services,secondly,they should effectively improve customer stickiness through Internet means,and finally improve customer satisfaction through differential pricing.The innovation of this paper is to analyze the measures of commercial banks using big data platform for precise marketing with practical cases.The theory is rich and the data is detailed.Finally,the successful experience of commercial banks is summarized to provide experience for other banks.