Research On Precision Marketing Strategy Of Retail Business Of A Branch Of C City Commercial Bank

With the development of big data,artificial intelligence,cloud computing and other emerging technologies,large state-owned banks and joint-stock banks have increased investment in science and technology to make full use of the advantages of big data technology in data mining and data analysis to realize the precision marketing of retail business and the optimization of marketing strategy.Compared with large state-owned banks and joint-stock banks,a branch of C City Commercial Bank takes the traditional passive marketing as the main marketing mode,supplemented by active marketing,that is,it mainly relies on customers to go to bank outlets to handle business,and active marketing also adopts traditional methods such as telemarketing and selling products and services to every customer on the street one by one,which not only wastes human and material resources,but also has poor marketing effect.With the increasing demand for bank products and services,the shortcomings of the marketing mode of a branch of C City Commercial Bank have gradually appeared: first,the marketing mode is extensive,and it is difficult to support the development of the branch’s retail business by "waiting";Second,there is a lack of cooperation among the departments of the sub branch,and they can’t make a concerted effort into the retail marketing;Third,with the lack of customer data mining and analysis,it is difficult to achieve customer segmentation and precision marketing.In order to effectively improve the marketing status of a branch of C City Commercial Bank,we rely on big data technology to realize precision marketing of retail business.Firstly,by collecting and searching the literature related to the topic,this thesis briefly analyzes the research status in this field at home and abroad,discusses the related concepts of precision marketing,and takes SWOT,4Ps,4Cs,market segmentation and user portrait marketing model as the theoretical support of this case study.Secondly,this thesis collects the retail business development of a branch of C City Commercial Bank,analyzes the overall marketing environment of the bank from the four dimensions of advantages,disadvantages,opportunities and threats,and puts forward its current situation,existing problems and causes of problems.Thirdly,by designing the precision marketing process and marketing plan of a branch of C City Commercial Bank,and taking "firewood action" as an example,the implementation effect of the precision marketing plan was analyzed,which verified that based on customer data analysis,customer feature segmentation as the starting point and precision marketing system as the tool,it can increase the viscosity of retail customers and enhance the value of retail customers.Finally,this thesis puts forward some suggestions on precision marketing of a branch of C City Commercial Bank.This thesis adopts the research method of combining literature research,case analysis and work practice.Literature research-systematically conduct literature retrieval through the Internet and books,and collect measures and literature of precision marketing in the banking industry at home and abroad;Case analysis-through the overall research on the marketing status of a branch of C City Commercial Bank,analyze the effect of a branch of City C Commercial Bank in implementing the precision marketing plan and compare the changes in marketing methods and marketing effects of the bank;Working practice-participate in the marketing practice as a user of the big data platform of a branch of C City Commercial Bank,and better understand the implementation process of precision marketing from the perspective of "insiders" of the bank.By summarizing and analyzing the research contents of this thesis,a branch of C City Commercial Bank can form accurate product,channel and service strategies through data collection and processing and customer portrait,so as to effectively improve the level of products and services and realize the transformation of retail business marketing mode in the fierce market competition.It is hoped that the precision marketing case and experience of a branch of C City Commercial Bank can provide reference and reference for other domestic banks.