大数据视角下的JS银行零售业务精准营销方案研究

大数据视角下的JS银行零售业务精准营销方案研究ABSTRACTRetail business is the main way for banks to provide products and services forcustomers.The main carrier of banking business is retail business,which constantlyexpands the market scale,expands the marketing mode,and develops new customers.Itcan be said that retail business is one of the core business of the bank,which is the keyto shape a good brand image,enhance the core competitiveness and improve customersatisfaction.With the continuous development of Internet,cloud computing,big dataand other technologies,and gradually penetrated into the financial industry,huge dataaccumulation has brought new changes to the traditional bank retail business,andspawned a new Internet Financial format based on the development of "big data"technology.In order to adapt to the development needs of the "big data"era,banks needto fully base on their own advantages,make good use of the massive data accumulatedfor a long time,turn the challenges brought by Internet finance into opportunities,constantly optimize the precision marketing scheme of retail business,and realize theprecision marketing of customers,so as to effectively deal with the complex andchangeable financial market,Enhance their core competitiveness.Combined with big data technology,this paper takes JS bank's retail businessprecision marketing scheme as the research object.Firstly,it analyzes the precisionmarketing environment of JS bank's retail business,including details of JS bank'soperation and retail business,and introduces in detail the main products anddevelopment process of JS bank's retail business,combined with the questionnairesurvey of JS bank's retail business,as well as the comparison of JS bank Throughin-depth interviews with the heads of relevant functional departments,this paperevaluates the effect of JS bank's retail business precision marketing mode,finds out theexisting problems,and sorts out the causes of related problems.On the basis of SWOTanalysis,this paper summarizes the characteristics of precision marketing under thebackground of big data,such as scientific decision-making,product differentiation,real-time marketing and risk prediction.Finally,taking the problem of precisionmarketing of JS bank retail business as a breakthrough,this paper puts forward thescheme to optimize the precision marketing of JS bank retail business by using effectivedata,strengthening data research and judgment,and improving the efficiency of dataacquisition.In order to ensure the feasibility of relevant suggestions,this paper designsthe precision marketing platform of JS bank retail business,and improves the relevantsafeguard measures.2