The Practice Research Of Event, Based Marketing In ICBC

The concept of Event-Based Marketing(EBM) which arised from the commercial retail field combined the advantage of "Cross Marketing" and "Direct Marketing". Event-Based Marketing both emphasizes the relevance principle of marketing target choose and the timely principle of marketing activity launch. The value of Event-Based Marketing bases on the mass data mining of Data Warehouse which is insufficient in the traditional retail field. We attempted to introduce the concept of Event-Based Marketing into ICBC business which has the biggest bank Data Warehouse in the world. During the two years practice, Event-Based Marketing proved it’s great value and promising future.The Data Warehouse marketing pattern of ICBC has been changed by the introduce of Event-Based Marketing. The strategy of marketing target choose has shifted from the static High Net Worth Individuals to the dynamic Active trading clients and the new strategy remarkable improved the success rate of marketing activity. Especially in the data mining of trading fund flow, the EBM explored considerable amount of potential profitable client for the ICBC and Data Warehouse marketing has become the important part of ICBC informatization strategy. The ICBC operating management has been exerted notable influence by EBM which is accelerating the sevice response speed, expanding the profit space, and promoting the flattening organization revolution. Above all, the meaning of EBM to bank is more than marketing invovation. The whole entiroment maybe will be changed by the EBM which worth our future research and exploration.By summarizing the two years practice in shanghai branch of ICBC, we can abstract three applied patterns of EBM in bank field. The first one is Value-added Service Pattern which was successfully applied into deposit and financing arrangement business. It can expand the market share and improve the client satisfaction. The second one is Products Covering Pattern which was successfully applied into the credit card business. It can improve the quality of credit cards issue and expand the productsring on the credit card group. The third one is Channel Optimization Pattern which was successfully applied into E-bank field. It can optimize the workload structure on the bank counter and increase the E-bank and ATM usage rate. The propose of bank EBM patterns will future develop the theory of Event-Based Marketing and accelerate its application in domestic bank field.The article includes five parts. In the first part, the essay introduces development course and main characteristics of the Event-Based Marketing, difference from Accurate Marketing and the future in Big Data age. And the second part, it summarizes the standard business course of Event-Based Marketing, the experience on popularization and the regulation on customer information. On the third part, the essay proposes three application patterns of Event-Based Marketing in bank field and develops detailed research on every pattern. In the fourth part, it discuss the influence of EBM on the operating management of bank and puts forward the Future Scenarios of EBM in bank field. At the last part, it summarizes the main conclusions in the article and analysis the deficiencies of the essay.