商业银行对大数据的运用及应对策略.doc

商业银行对大数据的运用及应对策略 摘 要 随着大数据时代的到来，各商业银行纷纷进行战略转型，营销模式逐渐实时化和精准化，立足于大数据时代，各商业银行如何及时调整并发展营销策略，灵活运用市场营销组合，寻求基于大数据时代营销特征的营销策略是商业银行面临的现实问题。本文运用理论联系实际的方法首先以商业银行大数据特征及其对传统营销理论的影响为基础，针对我国商业银行如何实现精准营销所存在的问题，提出了大数据时代下的商业银行实现精准营销的解决方法和建议。 随着大数据时代的到来，各商业银行纷纷进行战略转型，营销模式逐渐实时化和精准化，立足于大数据时代，各商业银行如何及时调整并发展营销策略，灵活运用市场营销组合，寻求基于大数据时代营销特征的营销策略是商业银行面临的现实问题。本文运用理论联系实际的方法首先以商业银行大数据特征及其对传统营销理论的影响为基础，针对我国商业银行如何实现精准营销所存在的问题，提出了大数据时代下的商业银行实现精准营销的解决方法和建议。 随着大数据时代的到来，各商业银行纷纷进行战略转型，营销模式逐渐实时化和精准化，立足于大数据时代，各商业银行如何及时调整并发展营销策略，灵活运用市场营销组合，寻求基于大数据时代营销特征的营销策略是商业银行面临的现实问题。本文运用理论联系实际的方法首先以商业银行大数据特征及其对传统营销理论的影响为基础，针对我国商业银行如何实现精准营销所存在的问题，提出了大数据时代下的商业银行实现精准营销的解决方法和建议。 关键词：大数据，商业银行，营销策略 Abstract Due to the marketization of interest rate and financial disintermediation deepening, Chinas commercial Banks will face more fierce market competition, commercial Banks are making strategic transition. In the era of big data, gradually real-time and accurate marketing mode, service mode constantly customization and personalization. And continually development and extension of market research, product strategy, channel segmentation and other traditional marketing strategy, promotion strategy, real time marketing, social marketing, behavior and so on in the development of new marketing methods. Integration and real-time update of structure, multi-dimensional information will deeply influence the commercial bank marketing rules. Based on the era of big data, timely adjustment and development of marketing strategy, flexible use of marketing mix, is our country commercial bank marketing principles to adapt to the market demand. The current various commercial bank attaches great importance to the big data applications in the field of marketing, in the face of social produce large amounts of data, they need to seek marketing strategy based on marketing big data era characteristics. With the characteristics of large data of commercial Banks and its influence on traditional marketing theory as the foundation, in view of the existi