Research On The Precision Marketing Scheme Of Retail Business Of ICBC Shangrao Branch Based On Big Data Technology

Retail business is to provide one-stop packaging products and services to commercial Banks,the main approaches of commercial bank is opening up new markets,new areas and new mode of operation of the main tools,to improve the commercial bank good brand effect,increase customer satisfaction is of great significance,so the retail business marketing in the marketing management of commercial bank has the quite important position and role.In bank retail business marketing and services become more mature,stable,Internet,cloud computing and big data technology gradually penetrated the financial sector,has given rise to the Internet financial new formats,the accumulation of huge amounts of data and application have promoted financial industry new revolution.In order to adapt to the advent of the era of "big data",make use of its own advantages to give play to the opportunities brought by big data,it is particularly important to focus on consumers and carry out precision marketing of retail business.Shangrao branch of industrial and commercial bank of this article combined the technology of big data in the retail business precision marketing solutions as the research object,first of all to the industrial and commercial bank of retail business of Shangrao branch of precision marketing environment is analyzed,including Shangrao branch of industrial and commercial bank of detail the operations and retail business situation,and introduces in detail the main product of Shangrao branch of industrial and commercial bank of retail business and development.Secondly,this paper analyzes the macro environment of precision marketing of retail business of ICBC Shangrao branch by means of SWOT analysis.Then,through data analysis,in-depth interviews and other methods,the author evaluated the effect of precision marketing of the retail business of ICBC Shangrao branch,found out the existing problems,and sorted out the causes of relevant problems.By referring to the successful practice of using big data technology to carry out precision marketing in other banks,this paper summarizes the characteristics of precision marketing in the context of big data,such as scientific decision-making,product differentiation,real-time marketing and risk prediction.Shangrao branch of industrial and commercial bank of retail business is discussed,the problem of precision marketing as the breakthrough point,put forward using the effective data,and to strengthen data,improve the efficiency of data such as optimization of Shangrao branch of industrial and commercial bank of retail business of precision marketing plan,and in order to ensure the feasibility of the relatedSuggestions,designed the industrial and commercial bank of retail business of Shangrao branch precision marketing platform,perfect the relevant guarantee measures.In this paper,with the traditional centered on product sales strategy,introducing big data technology to improve the precision marketing plan,under the guidance of 4c theory to build big data precision marketing platform,to realize optimization of Shangrao branch of industrial and commercial bank of retail business purpose of precision marketing,It can provide useful reference for other domestic financial institutions and have positive application value.