Research On Precision Marketing Strategies For Personal Financial Products In The Era Of Big Data

With the continuous development of China’s financial market and the increasing number of personal financial products,consumers’ choice space of personal financial products is also increasing,which brings about the marketing difficulties of personal financial products.Big data has changed the concept and technology of traditional marketing,and with its unique technical characteristics and advantages,it has given a stronger guarantee for precision marketing,thus ensuring that the marketing of personal financial products realizes a real sense of "precision" in the era of big data.This thesis combines the relevant concepts of big data and precision marketing,and uses the theoretical basis of user growth model and data mining to study the precision marketing strategy of personal financial products in the era of big data.Through the analysis of the current situation and environment of personal financial product marketing in the era of big data,the article found that in the era of big data,the marketing of personal financial products still has four problems:Insufficient customer segmentation,incomplete service experience,lack of precision marketing,and homogenization of operational strategies.This thesis conducts the precision marketing design of personal financial products through data mining,among,Construct the customer segmentation system under the RFM model,Each of the variables are ranked by importance:R(Recency),F(frequency),M(consumption amount),L(total transaction time),T(number of replies,comments,forwarding);The K-means customer clustering analysis is used to classify customers into high-growth customers,high-value customers,abnormal customers and general customers;Building a precision speech marketing scheme based on deep learning,Divided customers into"users who often ask about personal financial products but do not buy","users who ask/collect but do not buy","users who search frequently but do not buy" and "special customers",Different marketing schemes are constructed for different customer categories.Finally,the precise marketing strategy guarantee of personal financial products in the era of big data is put forward from the perspectives of product,price,channel and promotion.