Research On Marketing Management Of Credit Card Issuing Of Commercial Banks Based On Big Data And STP Theory

In recent years,with the rapid development and application of big data technology,China’s commercial banks urgently need to make use of their massive data advantages,integrate digitization into business framework and process,and find the breakthrough and innovation path of business,so as to enhance their competitiveness in the market economy.This thesis mainly discusses the problems existing in the marketing of credit card issuance of commercial banks,and how to use big data technology to solve these problems,so as to improve the number of cards issued and effectively increase the ability to obtain customers.This thesis takes Z bank in Tianjin as an example to carry out empirical analysis.According to the main problems faced by its credit card issuing,it analyzes how to use data analysis tools and big data platform to carry out refined marketing,establishes customer portrait classification model,and puts forward relevant business strategies for the bank.This thesis first expounds the research background,research purpose,literature review,research methods and content,introduces the theoretical basis of credit card issuing marketing of commercial banks—STP theory,studies and constructs the credit card issuing marketing management evaluation system,and expounds the related concepts of big data.Secondly,it introduces the situation of credit card issuing marketing at home and abroad,and evaluates and analyzes the existing problems of China’s commercial banks according to the evaluation system of credit card issuing marketing management;Then,taking Tianjin Z bank as an example,this thesis carries out empirical analysis on the problems found,analyzes the market competition environment of Z bank by PEST analysis method,and expounds the application of big data.Based on SAS EG data tool,precision marketing platform and enterprise level data platform,this thesis builds a credit card equity matching scoring model of Z bank Customer portrait precision marketing model and credit card incoming tracking model,and evaluate the three models;Finally,the overall construction of commercial bank credit card issuing marketing development strategy based on big data,put forward effective suggestions in four aspects of operation mode,marketing mode,approval mode and human resource management.