Research On Precision Marketing Strategy Of Jingdezhen Branch Of China Construction Bank

With the popularity of the Internet,the data generated by people on the Internet is accumulating day by day,the era of big data has come,and the corresponding precision marketing is also possible.With the rapid development of China's economy,the rapid rise of the financial industry,the rapid rise of Internet finance,the continuous enrichment of investment and financing channels and the growing interest-seeking of the vast number of customers,the competition between the banking industry is becoming increasingly fierce today when marketing measurement becomes a trend.In order to maintain market share and expand the customer field,precision marketing has become a marketing mode that the banking industry needs to pay attention to and explore.This paper takes the big data era as the background to explore the development of the financial industry,and introduces the concept of precision marketing.By analyzing the difficulties and challenges faced by the banking industry in the big data era,this paper puts forward some suggestions on the implementation of precision marketing in the banking industry under the background of big data.The main research work and achievements are as follows:(1)Based on the analysis SWOT bank's precision marketing,it is concluded that our bank's ability to improve its core competitiveness and regain its market share in the increasingly competitive financial market caused by the rise of Internet enterprises requires the help of big data precision marketing technology to face the current sales bottleneck,locate and summarize customer group characteristics,develop diversified financial products,reduce manpower and time cost,and improve its own efficiency,in order to maintain its dominant position in the same industry.(2)Based on the theory of customer transfer value,using precision marketing system to realize “one-to-one” marketing,through all kinds of customer behavior analysis,combined with three types of capital flow,precision positioning,strengthening precision marketing links,focusing on three aspects: ex-bank,Yu'e Bao and home-based.(3)To some extent,the change of big data marketing mode requires great investment in human resources learning and research big data technology,sharing information with the help of third-party platforms.At the same time,it is necessary to increase the marketing personnel to learn and adapt to the sales model under the new situation,cultivate and update the sales concept,analyze,master,deal with customer generated or potential financial needs.(4)Construction of the CRM system can effectively improve the phenomenon of high customer turnover rate,serious product homogeneity and complex business process in the course of our bank's business development.Through data analysis and mining to carry on the flexible management of the customer,according to the service customization of the different subdivision customer group,continuously enhance the customer stickiness,do the deep tomake the through stock customer,make bigger and stronger to expand the customer,reduce the cost of “get customer,live customer”,thus improve the marketing management level and obtain higher marketing return.(5)For different categories of customers,we must differentiate marketing,skillfully use the precision marketing system to screen out a variety of customer groups,analyze the possible reasons for the flow of funds,and the potential needs of customers,based on the customer to provide better,better quality,more intimate,more secure service concept,with different customer groups of differentiated marketing services.