| Increase constantly with the opening up of the Chinese financial market strength,interest rate marketization in gradually and the trend of financial disintermediation in significantly speeding up,the rural commercial bank,as the local rural financial institutions,the assets on a smaller scale,poor ability to resist risk,market competition ability is insufficient,especially the marketing level is reduced,there is great pressure,facing future development is an urgent need to win the market through marketing innovation.At present,there is also a LY the rural commercial bank in marketing marketing cost is high,the low level of marketing,customer segmentation is not clear,and many other issues,marketing transformation has become the key to the development of the future a recruit,hug big financial data and development science and technology is the trend of The Times,from the "extensive marketing" to "precise marketing" is the inevitable requirement.Based on the above background,this paper proposes that LY rural commercial bank,as a well-developed financial enterprise in the region,ranks the second place in the comprehensive assessment of the operation and management of rural commercial bank of the province,which is a strong representative among small and medium-sized rural financial institutions.Based on the theory of bank marketing and relevant research on bank precision marketing,this paper takes LY rural commercial bank as the case and introduces the bank’s operation status and marketing status quo to draw out a series of problems existing in the bank’s marketing.Under the framework of bankmarketing analysis,this paper analyzes the causes of the above marketing problems from the external environment and internal conditions of the bank,and lays a foundation for the next step to propose precise marketing solutions.It is hoped that through the use of bank database collection and analysis functions and customer segmentation process,a precision marketing model can be formed and a complete set of product or service solutions can be provided to customers,so as to achieve precision marketing in the marketing expansion process and achieve the successful transformation of LY rural commercial bank’s marketing model.This paper takes LY rural commercial bank as the research object,takes the precision marketing theory as the guidance and combines the practice of rural commercial bank to study the precision marketing of this bank.The paper is divided into six parts.The first part is the introduction,which initially introduces the background and significance of the topic,proposes the main research content and research methods,and clarifies the research idea and purpose of the paper.The second part is the review of some concepts and related researches involved in this paper.It elaborates the theories related to bank marketing,precision marketing and bank precision marketing,and then puts forward the analysis framework of bank marketing to provide more targeted theoretical direction for the following paper analysis.The third part mainly introduces the current marketing status and problems of LY rural commercial bank.By describing the business status of the bank,it further points out the current marketing status of the bank,such as customer-oriented marketing concept,professional marketing team to carry out marketing,classified marketing based on customer segmentation and so on.On this basis,put forward the current marketing still has a series of problems.The fourth part analyzes the causes of marketing problems of LY rural commercial bank.Based on the framework of bank marketing analysis,it mainly focuses on the external environment of the bank and the internal situation of the bank,laying a foundation for the precision marketing solutions proposed in the fifth part.The fifth part proposes precision marketing solutions to marketing problems,which aremainly divided into the main objectives,basic ideas,specific steps of precision marketing solutions,and supporting relevant guarantee measures.The sixth part is the enlightenment and prospect of this article,summarizing the enlightenment of the bank’s precision marketing solutions,and looking into the future development of the bank’s precision marketing,hoping that this study can help LY rural commercial bank to improve the precision marketing practice level. |
