Research On Precise Marketing Strategy Of Retail Business Of GD Bank Under The Background Of Big Data

With the development of Internet technology,the financial industry is also undergoing dramatic changes.The traditional retail marketing strategy of commercial banks has long been backward.These drastic changes are the introduction of technology such as "big data","intelligence","block chain",and the use of the financial industry,as well as the rise of the third party payment platform,such as Alipay of Alibaba,We Chat payment of Tencent,Jingdong finance and so on,all of which make commercial banks have to make reforms.In2015,China’s commercial banks accelerated the pace of transformation,vigorously promoted financial innovation,and big data analysis technology was formally applied to the marketing mode of commercial banks.In 2017,with the change of financial technology in the financial industry,the daily trading behavior and financial needs of customers are also changing,and the degree of online electronization of customers’ daily trading is increasing.At the same time,the concept of customer marketing is constantly changing,and the diversity of customers’ demand for retail products is gradually increasing,so we use big data analysis technology to establish a precision marketing model It has become particularly important.These changes make the traditional marketing mode of banks no longer adapt to the modern marketing environment.Therefore,big data analysis and precision marketing play an increasingly important role in retail marketing.With the continuous improvement of big data technology in the future,precision marketing will also become a key factor in the competition of commercial banks in the future.In this paper,the research object is determined as the precision marketing strategy of the retail business of GD bank.In view of the existing problems of precision marketing of GD bank,through detailed analysis,the improvement scheme and safeguard measures are put forward.Firstly,this paper expounds the current situation of precision marketing of retail business of GD bank from four aspects: the creation of retail customer portrait,the construction of big data analysis platform,the launch of retail customer management platform and the implementation of retail intelligent risk control;Through the four aspects of retail business benefits,retail customers,retail risk and wealth management transformation,this paper describes the current effect of precision marketing.Secondly,through the questionnaire survey of retail employees and the case analysis of advanced peers,this paper summarizes the shortcomings of GD bank in customer portrait,customer churn rate,marketing channels and product design.Finally,this paper puts forward the improvement scheme and safeguard measures from four aspects: improving the accuracy of customer portraits,actively coping with price competition,strengthening the construction and maintenance of marketing channels,and optimizing the research and development of retail products.On the one hand,based on the idea of big data,this paper puts forward an improvement scheme,which promotes the optimization of precision marketing strategy of GD bank’s retail business and improves the accuracy of retail business marketing activities;on the other hand,it can provide useful reference for other commercial banks to improve their own precision marketing scheme and enhance the competitiveness of enterprises under the background of big data technology.