Studies On The Value Management Strategies Of Retail Clients Of Bank NY In The Big Data Era

The mobile Internet, cloud computing, big data technology such as the wave of a new generation of technology revolution has arrived. Doing extensive product and service innovation based on big data technologies, finding things inside the law and serving for the daily operation and management based on big data analysis, have become an important means of nurturing businesses competitive differentiation. For the banking industry, which is deeply integrated with IT, the impact is rather great. Especially for retail banking, through full use of big data, you can effectively change the bank "product-centric" traditional business philosophy, contributing to the development of more precise differentiation marketing strategy, contributing to quantify management, fine management, continuing to enhance the retail customer value creation, which is the only way for retail banks to development scientifically. Under this context, this article develops retail value of the customer based on big data technology.Essentially, enhancing retail customer value contribution is that the bank sells more financial products and services to customers, which is a process of discovering needs and meeting requirements. In this process, we must truly implement the "customer-centric" concept, around the retail customer demand for product innovation, customer classification carried around precision marketing, focus on customer behavior and perfect service system, in the face of a huge number of retail customer base, only by making full use of the inherent advantages of big data can we achieve these goals.The starting point of implementing the concept of "customer-centric" is to discover customer demands, namely doing customer segmentation based on the customer characteristics and behaviors to discover the different needs of different customer groups. By constructing a "retail customer profiles", the author describes the characteristics of the clients from the two dimension of attributions and behaviors. Then, the retail clients are classified into four categories as diamond, VIP, growing and ordinary according to the customer value measurement result, from which the class management, dynamic management and personalized management can be achieved and get precise marketing support and enhance the value. The implementation of the "customer-centric" is to meet customers’demand. In the paper, the author build a differentiated marketing mechanisms, flexible product innovation mechanism, and a systematic integration of online and offline channel, to realize the customer needs into product and services. Big data technology is the anchor of the realization of the "customer-centric" concept. Therefore, it is more focused on the measurement value, customer segmentation, precise marketing, product innovation, channel integration and other core areas in the paper to build a standard system of bank big data, big data application platform to provide advanced platform and tools for the value management of retail customers.To ensure the practical value of the theory, the author pay close attention to the current value management of the retail banking management in Bank NY, indicating the current experiences and shortcomings of the value management of retail customers, such as the formation of a complete system of products but insufficient customer segmentation. It is also pointed out the opportunities and challenges of big data on the management of retail commercial bank customers, such as the expansion of the banking business but reducing the bank earnings by other alternative products. All these have laid a practical foundation for the further theoretical research. Meanwhile, the author also cited five major cases of data applications of bank NY. They are product recommendation method based on the customer’s shopping history, precise camping relying on the credit card system, value rating index system of corporate customers, "three rurals" business data technology platform, a comprehensive budget management based on the performance evaluation system. These five cases almost reflect the current situation of data applications in commercial banks, which will be a realistic reference for the future value management of retail customers by using big data.In the data era, only the wises can survive. It can be anticipated that the development of the retail banking business, is bound to be data analysis and data interpretation. Only commercial banks insist on big data strategy, continue to create customer value, can maximize its value, and achieve scientific development and sustainable development.