Research Of Innovation Precision Marketing Based On Big Data Technology In Ping An Bank

The wide application of big data technology conforms to the innovative development of banks in precision marketing.The current global economic recovery is weaker than expected,which has led to imbalanced economic development,slowed growth of emerging economies,increased inflation pressure,profoundly changing economy of both domestic and abroad.With accelerated financial reform,growingly fierce competition among the industry,continually deepened cooperation and innovation on structural financial businesses,blur boundaries of the industry and intense competition in the financial market,greater demands on delicacy management and risk control have been made in all walks of life.In today's intensively competitive environment,the traditional extensive marketing modes have no long been able to meet the demands of the market,and big data technology and precision marketing are inevitably generated.Commercial Banks should break through the traditional marketing modes,adopt big data technology to explore high-profiting quality clients out of massive customer database,and take advantage of precision marketing,so as to get a head start in the fierce market competition and deliver the right information to the right customer through the right channel at the right time.The accurate segmentation of the market,the classification of different clients with differentiation strategy and precision marketing,are all critical to the effective products,branding and market positioning.This paper first introduces the background and significance of the research.Based on the theoretical study of the big data technology and precision marketing,it sets forth the advantages of precision marketing based on big data technology by analyzing the existing problems and causes of the marketing modes of PingAn Bank.On this basis,combined with the credit line and the business line of PingAn Bank as a case study,innovation in the existing marketing model,building a precise marketing model and the design of different marketing business scenarios have been proposed,which has proved that big-data based precision marketing model can provide decision-making basis and action supports for each business line.On the basis of meeting the demand of customer differentiation financial,the problems of failure to track marketing activities,the incompleteness of marketing mechanism,the low precision of marketing and the absence of special marketing management department are able to be solved,resulting in lower the marketing costs and the improving competitiveness of commercial banks,so as to enhance the practical operability of the paper.