Research On Precise Marketing Strategy For Retail Customers Of Bank A Quanzhou Branch Based On Big Data

In the traditional financial era,the retail business of commercial banks mainly revolved around the various businesses carried out by bank branches,with each bank providing homogeneous products and services,and in order to meet the convenient needs of customers,each bank competed fiercely in expanding the scale of its branches.With the rise of Internet finance,the development of commercial banks’ retail business has reached a bottleneck,and all banks have started to pay attention to the refinement and deep excavation of customers.The competition of retail business is not only the competition of products or marketing channels,but more importantly the competition of customer relationship management.Therefore,domestic commercial banks are actively exploring big data accurate marketing methods to achieve efficient customer acquisition and customer stabilization,so as to maintain stable and high growth of retail business.In recent years,domestic commercial banks have put forward digital transformation operation,insisting on customer-centered and data-driven insight into customer needs.In this context,this paper takes the transformation of retail customer marketing approach as the research object,takes the precision marketing strategy of big data as the research objective,and uses the practical investigation method,the systematic analysis method and the case study method to conduct the research.The problems of the retail business marketing strategy of Bank A Quanzhou Branch are analyzed,as well as the causes of them.It is proposed that the branch should carry out accurate marketing independently,carry out practical application cases under the condition that the application architecture is satisfied,and analyze the cases,and then conclude the effective strategy of big data accurate marketing of Bank A Quanzhou branch.At the same time,the problems and reasons in the implementation of big data precision marketing strategy are also found in the case,and then the guarantee measures of the big data-based precision marketing strategy of Bank A Quanzhou Branch are proposed in a targeted manner from the dimensions of data guarantee,security guarantee,talent guarantee and organization guarantee.It is hoped that the research on big data-based precision marketing strategy of Bank A Quanzhou Branch will provide some reference for the transformation of retail customer marketing approach at the branch level of commercial banks,which can promote the transformation of retail customer marketing approach of commercial banks and achieve sustainable development of retail customer relationship management.