Research On Precise Marketing Strategy Of Financing Business In H Branch Of China Construction Bank

With the continuous liberalization of financial market supervision in China,the rapid growth of per capita income and the sharp increase of financial demand of residents,the financial management business of banks in the stage of rapid development has entered a period of more in-depth competition and innovation period.For H branch of China Construction Bank,precision marketing,with its standardization and specialization,has become the most effective way for banks to carry out financial management business.This paper analyzes the characteristics of customers’ purchase demand of H branch’s financial management business,and analyzes the marketing environment of H branch’s financial management business from macro and micro aspects by using PEST model and five forces model.Combined with the current marketing methods,it is concluded that there are some problems in the current marketing work,such as serious loss of financial customers,low effective maintenance rate of customers,low conversion rate of marketing business opportunities and high promotion cost question.In order to solve these problems,this paper designs the precision marketing process of financial services and the precision marketing platform composed of customer analysis and mining module and customer precision marketing module.Based on 4P theory,this paper puts forward the precise marketing strategy of financial management business of H sub branch.In terms of product strategy,the product types and proportion are accurately configured according to different customer risk tolerance;price strategy is mainly applicable to financial products and precious metal products;channel strategy is to analyze and select suitable marketing channels through data,and fully develop and utilize online channels;promotion strategies include focusing on searching target customers and potential cross purchase demands in customers,make full use of the marketing opportunities provided by the head office and branches,and make full use of the customer manager cloud studio for information sharing and product promotion.In order to ensure the effective implementation of precision marketing strategy,this paper puts forward four safeguard measures,namely,customer screening and differential configuration based on data;focusing on improving the professional quality and data analysis ability of marketing personnel;adding the accurate advertising delivery authority of business outlets;and paying attention to the protection of customer information.