中国建设银行G分行数字化营销策略研究

【作者】 周红；

【导师】 余维祥；

【作者基本信息】 贵州大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 随着大数据技术与金融业相结合,传统商业银行不仅面临着银行业内部的激烈竞争,还受到了互联网金融的巨大冲击。为了保持竞争力,商业银行的营销策略需要与大数据紧密相连,建立数字化营销策略,利用数字化实现精准营销。本文通过对国内外学术界现有的研究成果进行梳理和总结,详细论述了数字化营销内涵以及精准营销理论。以建设银行G分行作为具体研究对象,以数字化营销体系建设、客户细分现状、精准营销现状等方面为切入点,对建行G分行利用数字化营销手段实现精准营销现状进行分析和评价,剖析现有策略的不足之处以及导致这些不足出现的主要因素。进而,运用数字化营销及精准营销理论,参照国内外商业银行数字化营销研究和实践的先进经验,从提质数字化营销体系运用,利用数字化手段进行客户细分,多渠道实现精准营销,以客户满意度为服务目标等方面提出了建行G分行数字化营销的策略建议。同时为了保障精准营销的顺利实现,从政策传导、人才培养、绩效考核、数据服务能力等方面提出相应保障措施,使得建行G分行能够更好地推进数字化营销进程。更多还原

【Abstract】 With the combination of big data technology and the financial industry,traditional commercial banks are not only facing fierce competition within the banking industry,but also suffered a huge impact on Internet finance.In order to remain competitive,the marketing strategy of commercial banks needs to be closely linked to big data,establish a digital marketing strategy,and use digitalization to achieve precision marketing.This paper sorts out and summarizes the existing research results of domestic and foreign academic circles,and discusses in detail the connotation of digital marketing and the theory of precision marketing.Taking CCB G Branch as the specific research object,taking the construction of digital marketing system,customer segmentation status and precision marketing status as the starting point,the current situation of CCB G Branch using digital marketing means to achieve precision marketing is analyzed and evaluated,and the shortcomings of existing strategies and the main factors leading to these deficiencies are analyzed.Furthermore,using the theory of digital marketing and precision marketing,guided by the advanced experience of digital marketing research and practice of domestic and foreign commercial banks,the strategic suggestions for digital marketing of CCB G Branch are put forward from the aspects of improving the use of digital marketing system,using digital means to segment customers,realizing precision marketing through multiple channels,and taking customer satisfaction as the service goal.At the same time,in order to ensure the smooth realization of precision marketing,corresponding safeguard measures are proposed from the aspects of policy transmission,talent training,performance appraisal,and data service capabilities,so that CCB G Branch can better promote the digital marketing process.更多还原