Research On ZS Bank’s Marketing Strategy Optimizing For Big Data Of Public Business

In recent years,with the continuous development and expansion of the Internet industry,the era of big data has come in an all-round way.Big data technology has been continuously applied and improved in all walks of life.Data has become an extremely important factor of production,and is inseparable from human clothing,food,housing and transportation.Big data technology also has a significant impact on the financial industry,and has a far-reaching significance for the operation and management of commercial banks.The essence of big data is to search and screen the intrinsic links between seemingly unrelated things,and to get effective results,which is very in line with the business needs of commercial banks.Commercial bank is a very important industry in the development of national economy in China,and it has always been the user of information technology.Banking industry is also the earliest industry to conduct digital transactions.Big data technology can just reflect the comprehensive information related to various types of financial products of banks.It can reflect customers’ behaviors through financial products and services.There are also customer information related to products hidden in financial data.Big data analysis can help banks achieve product marketing management according to customer behavior.Domestic commercial banks have launched large data application in combination with their own development.At present,they mainly focus on risk prevention and control,retail business marketing and other aspects,but there are few practical applications in the field of public business marketing.Commercial bank’s public service has always been the most important part of bank’s profits,and the customers of public service will accumulate and precipitate a large number of complex data.Traditional manual analysis of these massive data has been difficult to meet the requirements of the rapid development of the banking industry.Therefore,it is of great significance to apply data technology to public service and to guide the bank.Providing better customer service and carrying out better marketing of public goods are also of great significance.In the era of big data,the marketing mode of commercial banks is becoming more and more precise and real-time,and the service mode provided by banks is becoming more customized and personalized.Commercial banks can optimize and enhance the traditional marketing steps such as market research,public marketing mode,product design and channel segmentation with the help of big data technology,so as to enhance the fierce competition of commercial banks at present.The core competitiveness under the circumstances of competition,increase profits.Therefore,big data technology has great development potential in bank’s public business marketing.Marketing based on big data technology is a systematic project that needs to be steadily promoted,and gradually forms a mature system.Firstly,this paper briefly reviews the definition and overview of big data,and introduces some applications of big data technology in commercial banks.Secondly,this paper briefly introduces the history,development mode and process of traditional marketing of public business in commercial banks,and draws a conclusion that the traditional marketing strategy is inadequate by comparing the application of big data in banking industry.The author has worked in ZS Bank on public line,combined with the advantages of ZS Bank in public field and introduced its application in reality,summed up the shortcomings of ZS Bank in public business marketing strategy.Finally,according to the application characteristics of big data technology,combined with the "PDMA" model,the author provides optimization suggestions for ZS Bank’s public business marketing strategy at three levels.In addition,the author also puts forward some ideas on the application of big data technology in commercial banks in the public domain,providing some ideas for future research,so that commercial banks can find their own marketing strategies in the process of big data development.