Digital Marketing Strategy Of Long-tail Installment Products Of Bank C's Credit Card

With the rapid rise of Internet finance and the emergence of small loan companies,traditional commercial bank credit operations are facing tremendous competitive pressure.Taking advantage of its own technology,data and customer resources,breaking through development,and responding to competition are major issues facing commercial banks.Credit card products are the main part of the retail business of traditional commercial banks,and are also an important battlefield for precision marketing,scenario construction,and customer potential for commercial banks,especially long-tail installment products derived from credit cards that meet consumer credit needs.The long-tail installment of credit card is positioned to meet the daily cash consumption needs of customers,and has the characteristics of implementation of approval,flexible payment,and self-service processing.For Bank C,the product has low operating costs and high returns.It uses the ordinary credit line of credit cards as the limit,and the risk is controllable.It is the main installment credit product promoted by Bank C.In the current marketing process,there are internal marketing problems such as single marketing channel,low marketing coverage,low marketing success rate and insufficient target customer positioning,but it also faces strong demand for consumer credit funds in the market,competition for homogeneous products in the same industry,and booming Internet finance External opportunities and challenges for development.In response to the above problems,this article proposes a digital marketing strategy based on the construction of a precision marketing model from four aspects:channels,products,pricing,and promotions.That is,through the construction of precision marketing labels,comprehensive consideration of customer risk levels,combined with product design deficiencies and peer advantages,comprehensively improve the long-tail phased digital marketing level from four aspects:omni-channel marketing,product line improvement,differentiated pricing and customer feedback.In the construction of precision marketing labels,through feature comparison and analysis,long-tail staging customer portraits are constructed;through decision tree classification,customer segmentation is constructed,and customer response points are determined;through logistic regression analysis,customer response probability tags are constructed.In the layout of the digital marketing strategy,in terms of product strategy,the precision marketing label is combined with the approval forecast level,customer groups are selected,and the product system for long-tail phased products is improved;combined with the difference in risk exposure,the number of phases is set flexibly.In terms of pricing strategy,relying on the approval forecast level of long-tail installment target customers,we will carry out differentiated pricing strategies,supplemented by phased fee rate discount activities.In terms of channel strategy,based on the precision marketing label,with the help of the precision marketing platform and electronic channel platform in the industry,it will carry out hierarchical marketing and omni-channel integrated marketing.In terms of promotional activities,based on customer feedback activities,combined with customer transaction behavior portraits,electronic payment reduction and transaction point gift activities are carried out,and targeted promotional activities are carried out.The implementation of digital marketing strategy,on the basis of meeting the customer's financial needs,continuously excavates the value of potential target customers,so as to achieve the improvement of product sales scale and value creation ability.This article focuses on the customer portrait,customer segmentation and response probability of long-tail installment customers,and improves the precision marketing label of C Bank's long-tail installment products,and realizes the integration of customers,products and marketing.It is truly customer-centric and customer-centric.Find products.In terms of methods,the decision tree and logistic regression model are used to provide a replicable paradigm for the model construction of other installment products;in application,it lays the foundation for the accurate customer acquisition of long-tail installment products of Bank C,which is practical and practical.Reproducible and innovative features.