The Marketing Strategy Analysis Of Commercial Banking In The Big Data Era

Since 2013, the development of Internet financial products, like Alibaba’s Yu’ebao, has been seriously impact on traditional commercial banking products. Faced with the Internet Financial Products which is supported by advanced technology, the market share of the traditional banking sector continue to be squeezed. Coupled with the development of the market interest rate, the deposit and lending interest rate differential of commercial banks is also declining. Profits of commercial banks dropped in recent years. Faced with tough market conditions, commercial banks start transition from business philosophy, marketing mode and other aspects. At the big data era, marketing of commercial banks can no longer sit back and wait as usual. Marketing should be more proactive, precise technology, timeliness and personalization. Commercial banks need to develop a marketing strategy in line with the characteristics of the times. In the big data technology support, the commercial banks can develop new marketing model from product development, expand marketing channels,and maintenance customer resources, etc. Produce such as telemarketing, hot events triggered as well rely on social marketing software for micro-marketing innovative marketing tool. While commercial bank’s profits and market share is in decline stage, but the shocks from the internal and external for China’s banking sector is not necessarily a bad thing. The commercial banks should reform development mode and marketing mode, if they can make good use of big data technologies for their business development and marketing services, it will completely change the current situation of the banking sector. China’s commercial banks must focus on big data technologies, timely adjust the marketing mode, grasp the marketing environment and think what customers think, connect the banks and their customers as a whole.As an international-class big bank the Bank of China already has a complete set of marketing mode, but in the application of Big Data technology, it still at an early experimental stage.Therefore, this paper as the background to the era of big data, combined with the characteristics of large data banks and their impact on our traditional banking marketing 4Ps, 4Cs theory, explore the development of marketing model of China’s commercial banks from the perspective of big data. Proposing big data marketing strategy based on the traditional marketing theory, under the analysis of how Bank of China using big data to enhance marketing effectiveness.