The Study Of Marketing Strategy For Corporate Big Customers Of Shenzhen Branch Of J Bank

With the development of Internet,cloud computing,big data,digital economy and other technologies,the marketing model of commercial banks has brought unprecedented opportunities and challenges.The traditional banking business model with standardized products as the core will not be able to meet the personalized and differentiated needs of the market.Precision marketing based on big data can better meet the development needs of the financial market by providing a business model of refined and accurate customer positioning and market analysis.On the other hand,big customers play an absolutely important role in the profit contribution and long-term development of commercial banks,which has naturally become the customer resources that major banks strive to strive for and seize.Therefore,how to obtain key customer resources through the implementation of accurate marketing strategies,provide accurate services for key customers in real time,and then establish a lasting customer relationship is very important to the profitability of commercial banks.This thesis selects the corporate business key customers of bank J Shenzhen Branch as the research object,discusses how bank J Shenzhen branch implements the marketing strategy under the background of big data technology,intends to analyze the reality of precision marketing of bank J Shenzhen Branch,accurately locate the problems in its precision marketing,optimize the precision marketing scheme of key customers of bank J Shenzhen Branch,and put forward relevant safeguard measures.This thesis uses the combination of case analysis and questionnaire to preliminarily characterize the characteristics and distribution of key customer groups in Shenzhen Branch of bank J.through the methods of questionnaire and interview,this thesis investigates the marketing status of key customers,and analyzes the cooperation and communication,sense of responsibility Work efficiency and quality were investigated.The survey found that although the experience feedback of key customers is good,the system lacks the mechanism of identifying and mining key customers,only completes the preliminary classification of key customers,and lacks supporting marketing scheme support and accurate and real-time marketing recommendation.Through the establishment of key customer portrait index system,the optimization of key customer contribution model and the dynamic portrait tracking of key customers,the bank can effectively identify key customers and predict risks according to different key customer characteristics,and provide real-time and accurate solutions,so as to improve its own profitability.By analyzing the practical cases of J Bank Shenzhen Branch on big data precision marketing strategy at the present stage,by further enriching and constructing the establishment of key customer portrait index system,combined with the optimization of key customer contribution model,this thesis puts forward the marketing scheme and 7P strategy of J Bank Shenzhen Branch’s customer precision marketing,which will promote the digital strategic transformation of China’s commercial banks,It provides some reference and suggestions for building core competitiveness.Possible innovations of this thesis: first,it summarizes the current precision marketing practice cases of J Bank Shenzhen Branch,in order to form a set of precision marketing schemes that can be used for reference by other commercial banks or other fields;Second,it has further enriched the bank’s portrait index system for public and large customers,which can provide reference for the construction and implementation of precision marketing in the banking industry and its related industries.