| In recent years,the world economy has developed rapidly,and the banking industry is also developing continuously.As a representative of domestic banks,the establishment of diplomatic relations between China and the workers and peasants ranks first in the world banking industry with excellent performance.With the development of the times,under the economic development situation of adjusting the structure,stable growth and preventing risks,the major banks in China gradually put the retail business of personal gold in a more important position.Under such a historical background,the bank card service has gradually become the darling of the banking industry,and has also become a place for all commercial banks to compete.The major banks are not only working hard to develop new businesses,but also racking their brains to innovate in value-added and characteristic services.The paper will focus on the credit card marketing in the remote banking business of bank g.as the largest center of bank g among the five major telephone centers in China,the center has important research significance.Bank G is one of the leading commercial banks in China in terms of credit card issuance,and its research is of great significance.This chapter intends to use the basic theoretical concepts of marketing to study the credit card marketing of this commercial bank through literature analysis,data analysis and comparative analysis,and on the basis of comprehensive research on marketing data,This paper summarizes the phenomena of uncertain marketing objects,serious waste of marketing funds and unclear market positioning faced by G bank’s remote banking institutions in the development process of credit card marketing.Based on the above phenomena,it deeply studies the root causes and improvement plans,and finally determines to improve the marketing strategy by big data analysis.In the analysis,the integrated algorithms of decision tree calculation,random forest and other data analysis and mining are comprehensively used to build the sales customer data model of credit card.This paper analyzes the macro-economic marketing environment and micro marketing environment of bank G’s credit card,and after making preparations for the collection of target customer data and selecting characteristics,and on the basis of this data analysis set,it sorts out and summarizes the credit card product differentiation,price flexibility and other problems faced by bank G’s central credit card industry in the current marketing process In order to solve the problems of single application method and marketing channel and insufficient promotion influence,the decision tree algorithm,gbdt algorithm and combination algorithm are used as modeling,and then the model algorithm scheme with the highest accuracy and the best effect is selected after multi-dimensional comprehensive comparison.The on-site business inspection and evaluation of the simulation results show that the implementation of precision marketing with this model can save 25% to 55% of resources and time,or improve the sales effect by 12% to 23% with the support of the same resources.It is concluded that in the aspect of credit card marketing,commercial banks can effectively help commercial banks to accurately understand the needs of users by using big data analysis technology,so as to carry out accurate marketing.Meanwhile,through the interpretation and analysis of modeling data,they can also find the market value and price change law in the hidden information,and then adjust the marketing strategy,so as to effectively promote the growth of the industry. |
