Research On Credit Card Precision Marketing Of GS Bank Henan Branch In The Era Of Big Data

In 1985,China’s first credit card "Bank of China Card" issued,since the advent of this financial instrument,because of its convenience of payment,it has been favored by the majority of cardholders,and can be rapidly popularized throughout the country,the credit card industry has also become an important source of intermediate income for banks.Since entering the new era,as more and more commercial banks and Internet platforms have poured into this blue ocean,this field has changed from a seller’s market to a buyer’s market,which has brought a huge impact on the development of GS Bank Henan Branch’s credit card business,and the traditional marketing model is no longer suitable for the current environment,how to adapt to the development of the times,achieve product innovation,use big data technology to achieve precision marketing,and improve its own competitive advantage has become an urgent problem for the bank to solve.This paper takes the credit card business of GS Bank Henan Branch as the research object,and explores the use of big data technology to achieve product precision marketing,aiming to provide suggestions for the current problems in the credit card marketing process of GS Bank Henan Branch.Firstly,the relevant research results of big data precision marketing,commercial bank credit card marketing and commercial bank big data marketing at home and abroad are sorted out,the concepts of big data marketing,user portrait and personalized marketing are defined,and the 4Ps theory and precision marketing theory are expounded as the theoretical basis for this paper.Then,the current situation of credit card marketing of GS Bank Henan Branch is described,the external environment and current situation of the company are analyzed from the two macro aspects of the company situation and the industry situation,and then the satisfaction of the credit card holders of GS Bank Henan Branch is investigated,focusing on the classification and analysis of holder groups and dissatisfaction factors by questionnaire survey and mathematical statistical methods,and summarizes the current problems in products,prices,channels and promotions of GS Bank Henan Branch in the process of credit card marketing.On this basis,based on the results of the survey and analysis and the comparison with the data of the interbank bank,the causes of the problem are analyzed at a deeper level.Finally,in view of the main problems and reasons of GS Bank Henan Branch credit card marketing,combined with 4Ps theory,targeted suggestions for the use of big data technology to solve current problems and achieve precision marketing,such as big data to accelerate product innovation,differentiated pricing,user portraits according to customer preferences,trading habits,etc.to achieve personalized recommendations,focus on promotion,etc.,through the strategic optimization of these aspects,GS Bank Henan Branch can conform to the trend of the times and improve the competitiveness of its products in the market.In order to provide reference and help for GS Bank Henan Branch’s strategic decision-making in credit card marketing.The significance of this study is to summarize the main problems and reasons that restrict the growth of credit card marketing of GS Bank Henan Branch by analyzing the current situation of credit card marketing of GS Bank Henan Branch and combing the results of the questionnaire,and propose strategies to solve the problems and overcome the marketing difficulties by combining big data technology for the above factors,which will help GS Bank Henan Branch’s credit card business to remain invincible in the current fierce market competition,It also has reference significance for other business development of the bank.