Research On The Precise Marketing Strategy Of Xuzhou Branch Of GS Bank

With the continuous development of Internet Finance and the increasing diversification of customer financial service demand,the traditional extensive marketing service model of commercial banks has been difficult to apply.Faced with a large number of customers and abundant financial products,how to quickly and effectively identify target customers and provide accurate financial services has become a difficult problem for commercial banks.In this regard,only by fully utilizing big data technology and choosing effective and precise marketing strategies,can commercial banks truly improve service efficiency and realize transformation.Firstly,this paper briefly describes the current marketing situation of GS Xuzhou Branch's retail business.Secondly,in view of the serious loss of high-end and middle-end customers in Xuzhou Branch of GS Bank,we select indicators from the static indicators,dynamic indicators,status information and behavioral information of high-end and middle-end customers,and establish a logical regression model.Through stepwise regression test,we get the estimated parameters,and then get the model.Then use the model to predict the loss of middle and high-end customers,and get the loss probability of each customer.To maintain and retain customers with high loss probability,we strive to retain customers through an observation period,so that the customer loss rate is lower than the original predicted value.Thirdly,through SWOT analysis method,it draws the marketing strategy choice of GS Bank Xuzhou Branch.Aiming at the problems existing in the marketing of GS Xuzhou Branch's retail business,it puts forward solutions from the aspects of market segmentation,customer portrait,channel strategy and promotion strategy.And the case of private bank customer precision marketing process was presented?Through the above research,the implementation strategy of precise marketing of Xuzhou Branch of GS Bank was finally formed.The implementation of precise marketing strategy will promote the transformation of marketing mode of Xuzhou Branch of GS Bank,and effectively improve marketing efficiency and service level.The paper has 2 pictures,4 tables and 75 references.