Research On Z Bank Precision Marketing Strategy Based On Personas

In 2014,Jack Ma,the founder of Alibaba,said in an interview that "the bank will not change,we will change the bank".In the face of the challenge of "Internet Finance Products represented by" Yu Ebao ",traditional banks launched a positive response.This kind of response shows on the one hand the strategic cooperation with Internet companies,such as the alliance between CCB and Alibaba,ICBC and Jingdong,and on the other hand the traditional banks actively embracing Internet technologies,especially with the help of big data technologies to improve processes,rketing accuracy and customer experience.This article takes the middle-aged and elderly customers precious metals marketing project of Z Bank as an example to analyze the problems existing in the original marketing project.In the original marketing project,due to the emphasis on row data mining,resulting in marketing recommendations are often thousands of people side,but there are still data lags,which makes the specific marketing staff for this marketing is often perfunctory trouble.In order to solve this problem,Z Bank Jiangxi Branch introduced the customer portrait technology under the guidance of the head office to generate a comprehensive and targeted analysis of customers by purchasing out-of-bank data to formulate targeted and personalized marketing solutions.This article is divided into six parts.The first chapter mainly deals with the background of article writing,reviews the challenges brought by the rapid development of internet technology to traditional banks,and reviews the accurate marketing theory and customer portrait theory.At the same time,this article also describes the main content and research methods.The second chapter mainly analyzes the original middle-aged and elderly customer marketing project.First of all,this chapter analyzes the characteristics of middle-aged and elderly customers in Z Bank,explains the related precious metal products,and then discusses the existing problems in the original marketing project.The third chapter mainly explains the thinking and practice of Z Bank head office facing the challenge of big data technology.The fourth chapter mainly involves the design of marketing project based on customer portrait technology.Firstly,it contrasts the different marketing projects based on original marketing technology and customer portrait technology,and then redesigns the marketing project based on customer portrait technology,produces relevant marketing dialect.The fifth chapter is to formulate corresponding middle-aged and elderly customer precious metals marketing plan.The sixth chapter is the main conclusion of this article and the prospect of the future.