Research On The Strategy Of Digital Marketing Of Min Sheng Bank Shenzhen Branch For Retail Customer

With the advancement of internet and information technology,the banking sector is experiencing accelerated innovation and change.Emerging internet banks have become powerful competitors to traditional banking services.These new internet financial institutions utilize their low-cost traffic and online convenience to challenge the service and marketing models of traditional banks.Traditional banking institutions face not only the invasion of competitors,but also changes in customer demand and upgrades in industry regulation.How to use advanced technologies such as big data to upgrade and change marketing strategies,increase retail customer stickiness and satisfaction has become a pressing issue for banks to solve.By summarizing and sorting out the existing research results in the academic community,based on the 4R marketing theory,and taking the retail customer group of the Shenzhen Branch of China Minsheng Bank as the research object,this paper analyzes and evaluates the current situation of the digital marketing system construction,customer segmentation and precision marketing of the Shenzhen Branch of China Minsheng Bank.The shortcomings of existing strategies and the main reasons for these shortcomings are analyzed,and digital marketing implementation strategies and security measures for the retail customer group of the Shenzhen Branch of China Minsheng Bank are proposed to ensure the implementation and implementation of retail customer marketing strategies based on digital technology.The study found that the Shenzhen Branch of China Minsheng Bank has four main problems in digital marketing: the efficiency of the digital marketing tools used is low,it is difficult to truly implement digital policies,and the expected digital marketing effects cannot be achieved;the retail customer segmentation is incomplete,resulting in an inability to accurately understand customer needs,leading to low marketing investment efficiency;the fit between precision marketing and customer needs is low,resulting in poor marketing effectiveness,increased customer churn rate,and decreased market competitiveness.Therefore,it is proposed to conduct more comprehensive customer segmentation to achieve full life-cycle management;through precision marketing,establish long-term and stable relationships with customers to achieve profitability goals;establish a customer experience tracking mechanism to improve customer satisfaction.At the same time,in order to ensure that the Shenzhen Branch can better promote the digital marketing process,four digital marketing security measures are proposed,including strengthening systems,personnel,assessment,and cooperation.These measures will help to solve the problems faced by the Shenzhen Branch of China Minsheng Bank in digital marketing,further enhance customer satisfaction,improve customer conversion rates,improve marketing effectiveness,and improve the market competitiveness of the branch.