Research On Differentiated Marketing Strategy Of HY Bank For Public Business

At the beginning of the 21 st century,the relationship between banks and their customers began to change subtly,from "the bank is the big brother" to "the customer is God".This change is mainly due to the increasing number of participants in the banking industry,from the five major banks to the joint-stock banks and city merchant banks,and even private banks and Internet finance,which have become more and more competitive in the market.Public business can be said to be the "ballast" of commercial banks,even more so under the current economic downward pressure.How to spend less money to get more accurate customers in the red sea market,and use customer data identification and analysis for bank marketing,has become an important issue facing the banking industry.Under the impact of the epidemic of the century,the century-old changes have accelerated and the external environment has become increasingly complex.As one of the first Korean banks to enter China,HY Bank needs to optimize its precise marketing strategy as it continues to search for the best way to grow.This paper takes HY Bank as the research object,specifically analyses the basic situation of the stratification of the bank’s public business customers,reads and summarises the existing research literature on precision marketing and related theoretical foundations of commercial banks in detail,designs a customer satisfaction questionnaire for the current marketing strategy based on the actual marketing situation of HY Bank’s public business,conducts a random survey to HY Bank’s public customer group,constructs a factor model to analyze The results of the questionnaire survey were used to summarise the marketing factors affecting the loyalty and responsiveness of HY Bank’s public business customers,to pinpoint the relevant problems and to explore the causes of the problems.In response to the pain points of HY Bank’s public precision marketing,a tiered marketing system for public customers was proposed to establish a digital information collection system,implement dynamic management of corporate customer tiers and improve the corporate customer recovery mechanism;a differentiated product strategy was proposed to improve product tier supply and enhance product adaptation capabilities;a differentiated marketing system was proposed to improve market positioning and build a digital marketing empowerment platform to realize a closedloop marketing strategy for public business.To implement the relevant strategies,the paper starts from cognizing customers to form customer labels,exploring needs to build customer portraits,matching customers for accurate marketing,and finally conducting marketing evaluation to regularly iterate on the strategies,and implements HY Bank’s big data accurate marketing program for public business from these four directions to achieve a closed marketing loop.To ensure the smooth implementation of HY Bank’s precision marketing program,relevant measures such as product service assurance,organizational management assurance,information technology security,and human resources assurance are proposed.The findings of this paper are useful for foreign banks to draw reference from and develop precise marketing strategies for public business.