Research On HX Bank Retail Business Marketing System Under The Background Of Big Data

The development of retail business has brought new profit growth points to banks,and major banks have seized the retail business market.At the same time,with the development of Internet and big data technology,Ali Finance,Tencent Finance,Jingdong Finance and other cross-industry financial applications have emerged,relying on the understanding and control of customer data,which has increased the division of the retail banking market and brought challenges to the traditional retail banking business.Faced with a large number of customer groups and rich financial products,how to quickly and effectively identify target customers and provide them with appropriate financial products and services has become a problem in front of the traditional bank retail business.In order to survive and develop,traditional bank retail business must make full use of big data technology and make good use of scientific and technological strength to carry out marketing,so as to achieve a win-win situation between customer value and bank value.Under the background of big data,the marketing of bank retail business will gradually develop from the marketing concept of "product-centered" to the concept of "customer-centered".More attention to the overall experience of customers,satisfaction and loyalty.By perfecting and perfecting the customer database,in-depth tapping customer needs,exploring customer consumption preferences and potential consumption capacity,so as to implement accurate marketing for customers,effectively improve customer value and bank efficiency.Based on the above background,this paper combines literature review with case study to study the marketing strategy of retail business of commercial banks under the background of big data.Through reading a large number of literature,this paper analyzes the current situation of retail business development of commercial banks under the background of big data,as well as the transformation of retail business of commercial banks.Taking HX Bank as an example,this paper constructs retail business marketing system under the background of big data of commercial banks,and explores the application of retail business marketing system in real marketing activities with specific marketing cases.Finally,through the marketing evaluation,we can effectively analyze and evaluate the application effect of the marketing system,and promote the improvement and promotion of the system.The construction and implementation of marketing system will help HX Bank to realize the transformation and upgrading of marketing mode,and effectively improve marketing efficiency and effect.Through the construction of retail business marketing system under the background of big data,commercial banks can increase the analysis and use of big data,do a good job in customer market segmentation and target positioning,and carry out targeted product and service marketing.At the same time,according to the actual needs of customers,we can strengthen the research and development of retail business products,launch products with good applicability,high acceptance and originality,and establish and improve the product system of retail business.Existing customers can make more use of bank products and services,improve customer retention rate and create more profits for banks.With the development of big data,the "customer-centered" big data marketing model will become more and more perfect in the future marketing work.Using big data to carry out marketing will also become the cornerstone of future banking retail customer development.