Research On Precision Marketing Strategy Of Personal Deposit Products Of Yellow River Rural Commercial Bank

With the development of economy and the progress of society,great changes have taken place in various industries,and the financial industry is also constantly changing.People’s demand for financial services is getting higher and higher,and it is becoming more and more diversified.A problem has arisen in the financial industry,that is,traditional commercial banks have traditional marketing models and extensive management methods.It is not in line with the people’s growing financial needs,can not meet people’s needs,can not provide better services for people.In the face of the increasing number of customers and financial products,the traditional commercial banks are obviously inadequate,and their efficiency and marketing ability are also declining.How to provide better service for customers and accurately recommend better products is a major challenge for commercial banks to face.In order to solve the problems faced by commercial banks and seek better development prospects for commercial banks,we must abandon the traditional solidified idea of marketing and guide its development strategy with a new precision marketing model.This paper takes Yellow River Rural Commercial Bank as the research object,based on the existing papers,introduces the 4C marketing theory,customer transfer value theory and precision marketing theory as the theoretical basis of the research.The paper also introduces the general situation of Yellow River Rural Commercial Bank and analyzes and summarizes the current situation of precision marketing in the bank from four aspects:customer,cost,communication and convenience.In addition,collect data related to specific effects of bank precision marketing in customer,cost,communication and convenience,and combine qualitative and quantitative methods to point out the problems existing in precision marketing of Yellow River Rural Commercial Bank,which mainly include imperfect customer information,unclear classification,single marketing channel and increasing cost.Communication and maintenance is not timely,serious customer loss,weak service awareness,cumbersome recruitment process and inconvenience.In view of the above problems,the precision marketing of Yellow River Rural Commercial Bank is planned,and the direction of efforts and specific suggestions from the four aspects of customer,product,communication and service are clarified,so as to improve the precision marketing effect.Finally,the paper expounds the relevant guarantee for the implementation of precision marketing strategy in Yellow River Rural Commercial Bank,and puts forward specific implementation suggestions in four directions:organizational optimization,technical level,human resources and cultural construction.