Research On Digital Marketing Strategy Of Yellow River Rural Commercial Bank Driven By Science And Technology

In the current digital era,the market structure and regulatory environment of China’s banking industry have undergone changes.Due to regional constraints,small and medium-sized banks are facing significant opportunities and challenges,and the requirements for digital transformation and construction are urgent.In the face of the new market situation,Yellow River Rural Commercial Bank must change its thinking and dare to change.On the basis of existing banking business,it must use financial science and technology to re-enable marketing and achieve more effective marketing and communication.This article takes the digital marketing of Huanghe Rural Commercial Bank as the research object,based on sorting out marketing theories and digital marketing achievements,and analyzing the current marketing and technological status of Huanghe Rural Commercial Bank,summarizes the existing problems in digital marketing such as data and information system support capabilities,digital marketing strategy concepts,and product innovation,and puts forward targeted optimization suggestions for the discovered problems.This article believes that in terms of digital marketing application capabilities,we should improve the digital marketing platform,use big data technology to deeply mine and analyze customer related data,and achieve the accuracy of marketing and financial services.In terms of improving data support capabilities,build a data analysis layer,a statistical layer,and an application layer to provide users with innovative product sales,customization business,cross marketing,scenario design,and other businesses,and gain users’ wealth accumulation.In terms of improving IT governance,it is necessary to strengthen product design innovation,pay more attention to user experience,improve the convenience of product design and use,and pay attention to the cultivation of marketing teams and optimization of personnel management models.In terms of technology support capability improvement,it promotes the sinking and fission of user traffic through online and offline integration,establishes a full lifecycle management system,and strengthens the construction of digital risk control capabilities.