A Study On The Big Data-based Marketing Strategy Of Retailing Business For CD Commercial Bank

At present,as the application scenarios of big data technology increasingly develops,for the commercial banks,how to activate the long-term accumulated business which have not been exploited,is particularly important.Especially,in the development of retail finance,how to optimize product design and service process with big data technology and platform,becomes a common concern for all commercial banks.CD bank,as a representative local commercial bank,has also increased the investment and application scenarios of big data technology in retail marketing in recent years.During the process,some achievements have been made,and some problems such as lack of innovation and insufficient customer value mining remain to be solved.Based on the introduction of the research background and sorting out the relevant documents,CD bank is used as a study case in this paper.Analyzing the development course,present situation and problems of the retail marketing overall,we put forward the concept model of retail marketing,which is based on big data system and customer value promotion of CD bank.Besides that,at one of the CD band branches,with the customers data,we make test on the effect of the concept model of retail marketing.Moreover,combined with the experience of CD banks,and based on the retail transformation of similar commercial banks,we put forward the measures and suggestions.The conclusion of the study shows that,in general,the "four-in-one" big data system,which includes information collection and processing,customer segmentation,targeting and positioning,project design and feedback,can greatly support the retail marketing of CD banks based on the strategy of customer value promotion.As a result,the annual compound growth rate of retail marketing of CD bank exceeds more than15%.Furthermore,at the CD band branch,the customers divided into three groups:marketing group,recommended group and non-recommended group to take a test of customer value enhancement model.According to the result of the test,the customer value enhancement model which is based on big data system runs well,no matter from the customer asset enhancement rate or customer promotion rate.The average household financial assets of the customers in the marketing group increases by 27.4%year on year,which is significantly higher than those of the non-recommended groupand the recommended group;The customer promotion rate of marketing group and recommended group increases by 16.61% and 10.54% respectively,which are significantly higher than that of non-recommended group.Consequently,the conclusion of the research provides an important reference significance to the retail transformation of commercial banks with big data technology.