Research On The Marketing Strategy Of Intelligent Financial Products Of ICBC Under The Background Of Big Data

With the continuous high-speed development of China’s economy,people’s material living conditions and disposable income are also constantly improving.People’s increasingly strong financial needs are stimulated.At the same time,the progress of science and technology has changed people’s life style and investment concept.Under the background of Internet Finance and asset management new deal,ICBC in order to consolidate its retail business in commercial banks Domain competitiveness,launched the intelligent financial products AI investment.There are essential differences between intelligent financial products and traditional financial products.How to make customers quickly recognize and accept ICBC’s intelligent financial products,realize the transformation of ICBC’s financial business sales,and win customers’ trust and reputation,is an important problem faced by ICBC.Therefore,the research on how to formulate effective and competitive marketing strategies is of great practical significance to the sales of intelligent financial products of ICBC.After sorting out the domestic and foreign literature,this paper introduces the concept of big data,ICBC financial products and bank marketing theory in detail,and then analyzes the marketing environment of intelligent financial products of ICBC,and finds its advantages,disadvantages,opportunities and threats by using SWOT analysis tool.Through the analysis of marketing status and problem finding,it is found that ICBC’s intelligent financial products need to be improved in brand building,product design,customer positioning,customer transformation,sales channels and marketing team.The causes of the problems are found and analyzed.Finally,the countermeasures and suggestions for the marketing strategy adjustment of ICBC’s intelligent financial products are obtained.Finally,combined with my practical theoretical study and work experience,this paper puts forward the enlightenment and prospect for the vertical in-depth study of the marketing strategy of intelligent financial products of ICBC,so as to make clear the direction of integrating theory with practice in the future.It is hoped that ICBC,as the leader of commercial banks,can seize the opportunity of the active transformation of financial management mode,provide customers with intelligent,personalized and high-quality financial services,and at the same time,take intelligent financial products as an important layout of "first personal financial bank" and "big retail" strategy,so as to promote the rapid and sustainable development of personal banking business,so as to continuously improve ICBC The position of brand in the heart of customers.