Research On Precision Marketing Strategy Of Yellow River Rural Commercial Bank Credit Card Under The Background Of Big Data

With the gradual opening of the financial market,the market competition of the domestic banking industry has become white-hot.In 2022,the real economy was greatly affected by the novel coronavirus pandemic,which increased the operating pressure of the banking industry.As a local rural financial institution,Yellow River Rural Commercial Bank has the disadvantages of small asset scale and low risk resistance ability.In terms of credit card marketing,there has been a decline in the number of new cards issued and the number of cards opened.At the same time,with high homogeneity of products and business and single service problems,resulting in the Yellow River rural commercial banks in credit card marketing market competitiveness is insufficient.With the advent of the "big data" era,the ability to apply advanced big data technology is the primary competitive ability in the new era.The traditional marketing model of Yellow River Rural Commercial Bank only sticks to the traditional model.Although it has a large amount of customer data base,it has not made in-depth study on the data value.At present,some Internet financial companies in the market have launched a series of more market-oriented financial products by combining big data technology with information assets,which has brought a huge impact on the already saturated credit card market.How to combine its own data base advantages and industry background,combined with big data technology,to launch more scientific,more efficient and more accurate service and financial products has become an urgent problem for the managers of Yellow River Rural Commercial Bank.This paper takes the research on the precision marketing strategy of credit card of Yellow River Rural Commercial Bank under the background of big data as the research object,summarizes the literature review at home and abroad,and takes 7Ps marketing theory,Internet marketing theory,big data theory and the concept of precision marketing theory as the theoretical basis of the research.Based on the current situation of the credit card business of Yellow River Rural Commercial Bank,this paper studies and discusses the development direction of its credit card business combined with big data technology,analyzes its existing problems,draws lessons from successful cases in precision credit card marketing of peers,focuses on the application of data in all channels of commercial banks,and makes full and effective use of the value of data.From the perspectives of customer,product,price,channel,promotion and service,this paper analyzes how to use big data technology to carry out precision marketing in the credit card business of Yellow River Rural Commercial Bank,and puts forward corresponding optimization solutions.Finally,through the four aspects of optimizing the organizational system,risk control and human resources guarantee,this paper expounds the implementation guarantee of credit card precision marketing of Yellow River Rural Commercial Bank,further guarantees the transformation of credit card business from "coarse" to "fine" precision marketing,and improves the competitiveness of credit card precision marketing of Yellow River Rural Commercial Bank.