Research Of M Bank Retail Business Precision Marketing Under The Background Of The Big Data

The ever-changing information technology makes the data becomes more and more important,the data has been into our daily life.As the New York Times in February 2012,published in the column of say:"the big data" era has came,in the commercial,economic and other fields,people will be increasingly based on the data to make decisions.Due to the nature and the particularity of Commercial Bank,it has naturally generated a lot of data in the field of business,however,at present Commercial Bank' marketing mode is out of tune with Datamation market environment.Especially in the retail business,marketing is still extensive model with more human and material investment but limited effectiveness.With the continuous improvement of national income and strengthen of the people's financial awareness,Commercial Bank retail business has entered the golden age of development.Therefore,it is of great significance to construct commercial banks retail business data platform and change from extensive marketing model to precision marketin model,which is helpful for achieving the innovation of the marketing model,the comprehensive adjustment and the deep integration of market positioning,product strategy,channel distribution,customer service processes and other areas.The article uses the literature research method,the case analysis method and the data analysis method.At first,the article introduces the current situation of the development of China's retail business of commercial bank.Secondly it introduces the big data's definition and characteristics.Also the article analyses the big data's influence of the retail business of commercial bank.Thirdly it introduces how the M bank making the precise marketing strategy,which involves building the model and using the big data technology.Finally it makes a summary of the successful experience from the M bank.On this basis,it puts forward its own proposals of how to develop retail business better under the background of big data.With rapid development of Internet financial and information technology,it is of great significance to combine the big data technology and marketing strategy.Learn from the M banks to use financial data technology to achieve retail business precision marketing experience,other commercial banks can grow from the following aspects of retail business:First,innovative thinking,establish a "data governance" concept,the second is to adjust the organization,training data Talent,the third is to change the model,the implementation of precision marketing strategy.