Research On Customer Maintenance Of Small And Micro Enterprises Of CCB X Sub-Branch Under The Background Of Financial Technology

The development of financial technology,the deepening of financial reform and the further marketization of interest rate pricing have affected banks in various ways,and bank earnings growth has been weak.With the development of financial technology and the country paying more attention to the financial development of micro and small enterprises,commercial banks hope that by maintaining the customers of micro and small enterprises,they can build an efficient and friendly financial environment that will provide financial services to micro and small enterprises.However,the financial data of small and micro enterprises are less reliable,the establishment time is short,and the lack of bank credit rating leads to a large discrepancy between the conventional enterprise evaluation results and the actual real situation of the enterprise.In the context of vigorously developing inclusive finance,the financing needs of a large number of small and micro enterprises have been released,how to accurately evaluate small and micro enterprises,how to efficiently manage small and micro enterprises with contribution,and establish an efficient and feasible contribution evaluation system is the key point to strengthen banking services for small and micro enterprises.Taking small and micro enterprises as the main research body,the thesis analyzes and summarizes the development of financial technology and customer relationship management at home and abroad,and then conducts a case study of CCB X sub-branch,and finds the current situation and current problems of X sub-branch in maintaining small and micro enterprise customers.By obtaining the relevant data of small and micro enterprise customers of X sub-branch,determining the type of indicators for evaluating the value of small and micro enterprise customers and the proportion weight of each index through expert survey method,establishing a small and micro enterprise value model,and then using the K-MEANS cluster analysis method to cluster the sample data to find out the similarities and differences of different types of small and micro enterprises in bank marketing strategies,in order to achieve precision marketing and digital marketing,thereby reducing bank operating costs,improving customer quality,and making banks scientific,Efficiently develop financial inclusion businesses.Through the combination of big data and the bank’s own data,the new definition of the value of small and micro enterprise customers,the value of customers is measured through the two aspects of current value and future value,small and micro enterprise customers are divided into four categories,and according to the characteristics of the four types of customers,customer maintenance strategies assisted by financial technology are formulated,differentiated marketing is carried out and bank human resources are reasonably allocated.The results show that through the country’s emphasis on inclusive finance,it is found that commercial banks have many deficiencies in the maintenance of small and micro enterprises,but with the assistance of financial technology,the classification and hierarchical maintenance of customers can help commercial banks fully tap customer value.