Research On Precision Marketing Strategy Of Commercial Banks Based On Data Mining

With the development of network,especially the application of mobile network,informatization has gradually penetrated into different social fields,including the banking industry.The emergence of Internet financial institutions has brought great challenges and impacts to the original traditional financial institutions.The biggest advantage of Internet finance is that it can understand and master customer information through different channels,and improve its financial services through data.In order to realize the sustainable development of traditional financial institutions and to enhance the competitiveness of traditional financial institutions,we must adjust the original mode in combination with the changes of the times,and use information technology,big data and other tools for transformation.With the development of informatization,big data has been widely used in different fields in China.Based on the long-term stable operation of financial institutions,they own a large number of customer data information,which can provide a good foundation for financial institutions to carry out data mining.Combined with the current internal and external environment,commercial banks have gradually changed from product-oriented to customer-oriented business model,combined with customer data mining and utilization,and then targeted marketing activities to explore customer’s potential consumption ability,which can effectively improve the business efficiency of commercial banks.This thesis is also based on this background,combined with the relevant theories of precision marketing and data mining,to analyze the current precision marketing strategies based on big data mining,in which data mining methods are used to optimize the STP department in traditional marketing,and propose corresponding strategies for precision marketing.At the same time,through case banking research,we fully utilize case banking customer data for data mining and further segmentation,and develop different innovative marketing strategies through the classification of segmented customer groups.Finally,corresponding safeguard measures are proposed based on precision marketing in the context of data mining,in order to ensure the smooth implementation of data mining precision marketing in the daily operations of commercial banks.By mining the customer related information of China CITIC Bank and taking this as a benchmark to guide a bank to carry out precision marketing,this thesis can not only effectively help a bank to improve its own precision marketing ability and further enhance its competitiveness,but also provide reference and reference for domestic financial institutions to help them better integrate their own customer data to carry out marketing,So as to improve the overall strength of China’s financial institutions.