Research On Precision Marketing Strategy Of China Construction Bank Binzhou Branch In The Era Of Big Data

The Binzhou branch of China Construction Bank was established in 1990,and the competitive pressure of the banking industry was relatively small in the early stage of its establishment.The Binzhou branch of China Construction Bank focuses on passive marketing in product marketing,mainly focusing on "waiting." and "relying on".With the development of economy and society,under the background of great competition,the disadvantages of this marketing mode gradually emerge.First,there is no systematic marketing concept,and the marketing mode only stays in the most basic state.Second,the customer experience is often not very good due to the lack of accurate understanding of the characteristics of customer groups.Thirdly,the customer manager of the network lacks the enthusiasm of marketing,and the neglect of marketing work easily leads to the disorganization of the marketing team.This paper tries to use the relevant theories of marketing management and big data analysis tools to study and analyze the data results.The paper first banking era of big data precision marketing research explore the background,combined with in this field at home and abroad,the paper analyzed the research status of grasp the present bank survival status and the risk and the development opportunity.Secondly,it introduces the marketing mode of the banking industry,compares the two marketing modes of traditional marketing and precision marketing,and pays attention to the development status of precision marketing in the banking industry,as well as the difficulties and problems to be solved.Next to,the essay discusses the relevant concepts of big data,with the STP,4Ps,4Cs marketing model for the study of theoretical support,the Binzhou branch of China Construction Bank as the research subject,using the IBM SPSS Statistics software for data acquisition,conversion,modeling,and the further integration of information,the data from K-means cluster analysis,the big data are applied to the impact of banking precision marketing a multi-angle,multi-dimensional research,build good marketing system and precise marketing model.By combining the application of big data technology with precision marketing,the user portrait model is established,and the collected data are statistically and classified to fully highlight the particularity of users.Through modeling,the precision marketing of Binzhou branch of China Construction Bank is innovatively studied.The research methods involved in this paper mainly include:overall analysis--grasping the marketing status of the Binzhou branch of China ConstructionBank macroscopically,and analyzing the achievements of precision marketing by using big data in Binzhou Branch of China Construction Bank;Comparative analysis--including horizontal comparison of marketing conditions among different financial institutions and vertical comparison of marketing changes within the time span;Case study--show the effect of big data in precision marketing in a more detailed way in the form of individual cases.At the same time,utilizing the means such as network,books,journals,literature search and data query,systematically collect banking supported by big data at home and abroad in detail precise marketing policies,laws and regulations of the literature,as well as the domestic financial industry and the use of big data bank branch research results,combining with working practice,a deep understanding of the background of precision marketing model,architecture and operation path,establish research object map,from the perspective of "insiders" better understanding of the marketing mode of the implementation of the process.Through the paper summarizes the contents of the paper research,analysis,found the big data precision marketing in the financial sector play a pragmatic,combined the actual work in-depth thinking,using big data information platform to promote the top decision-making and implementation,customer experience at the grass-roots level of the improvement of the job evaluation mode,finding work using big data precision marketing model of possible defects problem.Put forward strategies and Suggestions related to precision marketing in the banking industry to improve the ability of the bank to acquire customers and active customers.To increase the market share of Banks in the financial market,in order to obtain more competitive resources in the fierce market competition,so as to improve the overall strength.