Research On Online Marketing Strategy Of Individual Customers Of A Commercial Bank Under The Background Of Big Data

In daily work and life,the effective collection and processing of data information is becoming more and more important,big data technology is changing people's life in all aspects.Due to the particularity of business model and regulatory policy,commercial Banks naturally generate a large amount of customer data in the operation process,which brings an invisible wealth to Banks.However,in terms of the transformation and utilization of mass data,China's commercial Banks are still in the initial stage,especially in the field of personal finance business.Most of the account managers still adopt the traditional marketing mode for the marketing and maintenance of the custodian customers,and they invest a lot of time and energy but achieve little effect.Under the background of people's increasing financial management concept and the continuous growth of per capita disposable income,commercial Banks' personal finance business once again ushered in the golden period of business growth.Therefore,finding a new model suitable for the development of commercial Banks' personal finance business,building a commercial bank's customer marketing data platform,comprehensively integrating customer information,bank products and marketing channels,and transforming from traditional marketing model to precision marketing model will have a far-reaching impact on the marketing rules of commercial Banks.This paper mainly takes A commercial bank's personal finance online marketing business as the perspective,uses big data technology to improve its online marketing model,and discusses A bank's online marketing business development strategy.Firstly,this paper introduces the basic situation of bank As personal finance business,and analyzes the establishment background,work function and marketing performance of the marketing team in its online marketing business.Secondly,it points out the reasons that restrict thedevelopment of A commercial bank's personal finance business and the problems in online marketing.Then discussed the commercial bank online marketing introduction of the necessity of large data analysis,and aimed at problems existed in big data technology is used to establish marketing model,comprehensive index quantification,existing customers information for Banks drawing exclusive portrait of individual customers,make online marketing team are able to carry out accurate marketing work according to the target customers exclusive pictures.Finally,according to the actual situation of the customer portrait model used by the customer manager for online marketing,the marketing effect was evaluated and feedback was given,the successful experience of the model was summarized,and the personal finance online marketing strategy was further optimized to solve the practical problems in the online marketing process of commercial banks.