【作者】 刘畅；

【导师】 温晓芳；

【作者基本信息】 对外经济贸易大学 ， 金融学， 2015， 硕士

【摘要】 随着我国利率市场化和金融脱媒化进程持续加深,我国商业银行将面临更加激烈的市场竞争,各家商业银行纷纷进行战略转型。大数据的时代,营销模式日趋精准化和实时化,服务模式日益个性化和定制化,需要有符合时代特征的营销策略,对市场调查、产品策略、渠道细分,促销策略等传统的营销策略进行发展和延伸,催生以实时营销,社交网络营销,行为营销等为代表的新型营销方式,对非结构、多维度的信息加以整合并保持实时更新,将深刻影响商业银行的营销规则。我国商业银行必须立足于大数据时代,及时调整和发展营销策略,运用市场营销组合,把握营销环境,最大限度地适应市场需要。当前各家商业银行都在发展大数据在营销领域的应用,面对社会和服务业所产生的海量数据,需要探索基于大数据时代营销特征的营销策略。鉴于此,基于商业银行大数据的特征,以其对传统营销理论的影响为基础,针对我国商业银行营销存在的问题,通过PEST模型和SWOT模型对宏观环境和营销环境的分析,着重对大数据时代下的商业银行4Ps和4Cs营销策略的发展进行了研究。通过了解客户消费偏好和行为特征,进行营销策略的选择,使其可以更好的引导我国商业银行实施营销,以适应当前激烈的市场竞争环境。更多还原

【Abstract】 As the reform of China’s financial markets interest rate marketization and financial disintermediation continue to intensify, commercial banks face more intense competition in the market and undergo a strategic transformation. The development of the era of big data,services changed from standardized services to precision marketing,this requires the characteristics of the times with the marketing strategy, market research, product strategy, channel segmentation, marketing strategy and other traditional marketing strategies has led to real-time marketing, social network marketing, behavioral marketing. as the new marketing approach for unstructured, multi-dimensional information to be integrated and to maintain real-time updates, will profoundly affect the marketing rules of commercial banks. China’s commercial banks must promptly introduce new marketing ideas to be based on the context of big data, the use of marketing mix, customer data analysis and research to effectively predict the marketing environment, and to maximize market needs.Presently, commercial banks extensively use the marketing of big data, but the face of social and productive services generated by the explosive development of huge amounts of data, need to explore innovative business based on large data type marketing strategies. In view of this, this paper based on the current characteristics of big data, the environment and the strategic choice of commercial banks currently marketing analyzes, based on the existence of the status quo of China’s commercial banks marketing and the problem by PEST model and SWOT model further analysis of large data marketing objective conditions. Focusing on the development of commercial banks under the big data era 4Ps and 4Cs marketing strategy has been studied, discussed how the commercial banks based on marketing theory with the characteristics of the marketing strategy of choice.更多还原