| 英文摘要 | The development of personal business loans of commercial banks
has promoted the development of the real economy. With the
development of the financial market in recent years, the credit support
and capital support of commercial banks have gradually become the main
capital force to promote the development of the real economy. Therefore,
the personal operating loan business has also become an important field
of competition among banks. Social development has entered the era of
big data, with various kinds of big data derivatives emerging in an endless
stream and applications changing with each passing day. Governments
and enterprises have begun to analyze, make decisions, plan and operate
based on big data. However, a large number of commercial banks failed
to take full advantage of the natural advantages of multiple outlets, wide
range of information, rich financial products and strong financial strength,
and did not fully transform big data resources into an important force to
promote the development of credit business. How to accurately identify
customer characteristics among many competitors, effectively capture
customer groups, and provide high-quality credit services, so as to realize
the digital transformation and development of Postal Savings Bank,
increase profit growth points, and effectively promote the healthy and
sustainable development of business.
This paper uses SWOT analysis method to analyze the advantages,
disadvantages, opportunities and threats faced by Postal Savings Bank
Gansu Branch, discusses the marketing status of personal loan business,
analyzes the problems existing in the process of precision marketing, such
as low potential tapping rate caused by not grasping customer demand in
time, high marketing cost caused by lack of technical support, low
customer satisfaction caused by insufficient product innovation, and so on
Based on data mining, random forest and other related theories, the big
data precision marketing model of personal operating loans of Postal
Savings Bank Gansu Branch was constructed. Based on the 4C theory, the
precision marketing optimization strategies and safeguard measures such
as innovative products following the market demand, classified pricing to
increase customer stickiness, enriching channels to expand brand
influence, and service to optimize customer experience were proposed,
which can reduce marketing costs while meeting customer needs in a
differentiated way, Promote the healthy development of personal loan
business. |
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