| With the high speed growth of economy in China,the residents’ disposable income continues accumulating,and the residents’ consumption pattern has undergone fundamental changes.Driven by these factors,the financial needs of commercial bank retail customers have become increasingly active and diverse.Residents will be exposed to the retail business of commercial banks in all aspects of daily life.Retail business is closely related to everyone.Therefore,retail business has the characteristics of a wide range of services and stable economic benefits.In this context,the majority of commercial banks continue to observe the development space of retail business,and gradually regard retail banking as one of the main business directions in the future,begin to lay out the future development plan of retail business,and define the retail industry as a "cross-economic cycle" "Stabilizer" and "ballast stone".Therefore,how to meet the needs of customers in the new era in the retail business field has become a key issue in the research of commercial banks.This "big retail era" is an inevitable product of the "customer demand-centric" marketing concept in the new era,and it plays a key role in helping commercial banks gain a competitive advantage.Facing increasingly fierce competition,commercial banks urgently need to break traditional marketing thinking and marketing models.In particular,it is necessary to focus on researching how to use big data technology to formulate differentiated service plans based on the specific conditions of customers,and finally through the concept of precision marketing to enhance the economic benefits of commercial banks and improve the status quo of commercial banks’ retail business.However,in the actual operation of commercial banks,precision marketing will encounter problems in practice: first,the needs of retail customers are becoming more refined,and a single type of financial product cannot meet the diverse needs of customers;second,in terms of consumer behavior management Therefore,it is difficult for banks to fully understand customer needs and promote financial products through traditional methods.Therefore,the banking industry urgently needs to take advantage of big data technology in the field of precision marketing of retail business on this basis,so that commercial banks can quickly locate target customers,conduct effective referrals and in-depth mining,reduce artificial faults in the intermediate marketing process,and reduce Marketing expenses,improve marketing conversion rate.Based on commercial bank retail transaction precision marketing,combined with customer transfer value theory and precision marketing theory,this article uses case analysis method to analyze the opportunities and challenges faced by Bank of China A branch retail business in precision marketing in the current environment.Business customer questionnaire survey and in-depth interview with the employees from the retail business of Bank of China A branch have concluded that the precision marketing of the retail business of Bank of China A branch has problems such as low branch efficiency and poor communication channels for customers.A segmented customer group proposes targeted marketing improvement strategies,optimizes the organizational structure of marketers,and improves the overall ability of retailing marketing employees;products and technology allows customers to further enhance the value of customer transfer,and the connotation of customer service is further improved.Improve the service quality;provide reference suggestions for the precision marketing of the retail business of Bank of China A branch. |
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