大数据视角下的JS银行零售业务精准营销方案研究

山西财经大学硕士学位论文ABSTRACTThe retail industry is the main way for banks to provide products and services tocustomers.Banking business focuses on retail business,constantly expanding marketscale,expanding marketing models,and opening up new customers.Retail business isone of the bank's core businesses,and it plays a pivotal role in shaping a good brandimage,enhancing core competitiveness,and improving customer satisfaction.With thecontinuous development of the Internet,cloud computing,big data and othertechnologies,and gradually infiltrating the financial industry,huge data accumulationhas brought new changes to the traditional bank retail business,and gave birth to theInternet on the basis of "big data"New financial formats.In order to adapt to thedevelopment requirements of the "big data"era,banks should base themselves on theirexisting advantages,make full use of the massive data accumulated over a long periodof time,turn the challenges brought by Internet finance into opportunities,andcontinuously optimize the precision marketing plan of retail business to achieve Precisemarketing to customers effectively responds to the complex and changeable financialmarket and enhances its core competitiveness.The thesis takes JS Bank's retail business precision marketing plan as the researchobject.First,it analyzes the precision marketing environment of JS Bank's retailbusiness,including a detailed description of JS Bank's operations and retail business,aswell as the current main products and retail of JS Bank.The development of thebusiness was evaluated,combined with the relevant questionnaire surveys of JS Bank'sretail business,and the in-depth interviews with the heads of relevant functionaldepartments of JS Bank,to evaluate the effects of the precision marketing methods ofJS Bank's retail business and its existence The problem was sorted out.Based on SWOTanalysis,it summarizes the characteristics of precision marketing in the context of bigdata:decision-making science,product differentiation,real-time marketing,and riskprediction.Taking the precision marketing of JS Bank's retail business as abreakthrough point,we proposed the use of effective data,strengthened data researchand judgment,and improved data acquisition efficiency to optimize the precisionmarketing plan of JS Bank's retail business.To ensure the feasibility of the plan,designJS Bank's retail business Accurate marketing platform and improve relevant safeguardmeasures.2