T Branch Of Z Bank Based On Big Data Research On Precision Marketing Strategy

Big data has become an important product which leads the boom of the new economy in the high speedy development period of the information industry.Under this circumstance,it is necessary for commercial banks to speed up,adjust their strategic positioning,and establish a new model based on big data.How to combine big data with bank marketing has become an increasing concern of bank decision makers.Big data technology can be applied to analyze customer behavior and eventually form a three-dimensional portrait.The more accurate the data dimension is,the better the result is.Therefore,the application has been put on the agenda as a strategic topic.As a bank which has been operating for one hundred years,Z Bank has a relatively mature marketing system,but shortcomings still exist in its precise marketing of big data.By combining the related concepts with theoretical study,this paper applied literature review and case study to discuss the precise marketing framework,systematic implementation and cases application of Z Bank T Branch under the direction of big data.In addition,the author finds out short board of the traditional marketing on the basis of the periodical achievements summary and eventually puts forward the precise marketing promotion strategy of Z Bank T Branch based on big data technology.This paper first introduces the research background,significance,research methods and the framework;explains and defines the concepts of big data,precise marketing and precise marketing;elaborates 4P and 4C marketing theories,laying a theoretical foundation for the subsequent research.Then,the traditional marketing mode of Z Bank T Branch is compared with the precise marketing mode based on big data technology,showing the natural advantage of the latter.Thirdly,the thesis introduces Z Bank T Branch’s precise marketing framework and systemic implementation in the direction of big data under technical level,leading to the basic data platform and the big data application system.Next,it selects two cases,“comprehensive promotion” and “Borrowed electronic E”,which showed the phased achievement of the system applied by the T branch to make a detailed study.Through the case study,the case background and the customer potential value model based on factor analysis are introduced.Through analyzing a large number of real data of T Branch,the value of the model for precise marketing is verified.Meanwhile,the problems in the T Branch system have been discovered,including high resistance of data acquisition,low professionalism of big data team,poor hardware and software facilities,and the lack of marketing channels.Finally,the thesis puts forward suggestions for T Branch,consisting of continuous system optimization,accurate customer portraying,and better service convenience.The bank should also improve the evaluation mechanism,operation system and talent training,and constantly enhance its comprehensive ability to use big data technology to improve marketing results.