Research On Optimization Of Retail Business Marketing Strategy Of Bank X Under The Background Of Big Data

In recent years,the development of big data technology has provided new opportunities for commercial banks to solve information asymmetry with customers.If they can use big data technology to comprehensively analyze the data accumulated by commercial banks and form a clearer customer portrait,it will provide an important basis for commercial banks to further optimize customer financial services.At the same time,In order to effectively cope with the horizontal competition in the financial industry,commercial banks also need to accelerate the application of big data technology,further develop their own advantages,and achieve high-level marketing activities.This article takes Bank X,a well-known urban commercial bank in the southwest region,as the research object.Through literature research,questionnaire survey,and case analysis,it analyzes the current situation of Bank X’s retail business marketing,and summarizes the existing problems in Bank X’s original marketing,such as a large number of financial products that are not strong,customer classification management that ignores customer needs,insufficient communication in customer service,and product promotion that ignores long-tailed customers.Combined with the advantages of big data technology,I analysis that big data technology can help Bank X achieve more accurate market positioning.In response,we put forward a new marketing strategy based on the 4C marketing mix: in terms of consumers,Bank X forms a clear customer portrait based on big data analysis,and designs targeted marketing strategies in combination with customer portraits.In terms of convenience,Bank X needs to establish a more accurate customer classification combined with multiple user portraits,and use the service quality model to improve service quality,bringing convenience to customers;In terms of cost,Bank X needs to use a visual internal management model to improve marketing management efficiency and better serve various customers.In terms of communication,Bank X needs to establish an after-sales service system based on big data and artificial intelligence to achieve efficient interaction between enterprises and customers.I hope that our research can not only help Bank X further improve its marketing ability in the era of big data,but also provide necessary experience for other urban commercial banks to adjust their marketing strategies.