Research On Z Bank's Precision Marketing Strategy Based On Customer's Online Behavior Analysis

With the promotion of the global integrated market pattern and the rapid development of mobile Internet,Chinese commercial Banks are faced with the impact of Internet finance,financial internationalization,Financial Disintermediation and other factors.They are generally confronted with such difficulties as the outflow of customer funds,serious product homogeneity,reduced customer satisfaction and even customer loss.At the same time,commercial Banks began to pay attention to digital development.It has become one of the important solutions to meet the above challenges to deeply explore the existing data assets of Banks,establish scientific accurate marketing strategies based on data mining,and then improve the efficiency and effect of marketing.This paper studies the theory of precision marketing from the concept,characteristics,theoretical basis,operation system and development direction of precision marketing,and then makes a detailed analysis of the current situation,problems and reasons of precision marketing of Z bank.At the same time,the bank has completed the guest Internet access system,on the basis of using CRISP-DM standard processes and WEB data mining methods of text mining,to the customer "online certification data" and "online browsing data" two kinds of data mining,through the methods of statistics and classification analysis form customer,and then put forward the following plan: " credit card product marketing based on customer mobile brand classification"," differentiated hall service based on customer recognition "," On-line precision advertising based on customer preference label".Finally,this paper refer to the classic marketing theory of "4Ps theory framework",from product,price,channel,promotion and so on four aspects Z bank online the accuracy of data mining based on a summary on the marketing strategy,and through the case analysis demonstrates the customer the introduction of online data indeed can effectively reduce the marketing costs,improve the effect of the precise marketing.In addition,this article also from the Angle of Z bank internal management,supplemented by precise marketing strategy of security measure,including human resources,product research and development,the information technology architecture,risk control and process management,etc,in order to solve the Z bank current precision marketing activities in the lack of process management and back office lost,make the strategy more enforceability and popularization value.