摘要
摘要
远程银行中心精准营销是近年来银行实务中一项重要的工作内容。过去侧
重于对技术应用，行为特征，渠道选择，转型策略比较，以及市场细分理论的
研究，偏向于理论等方面。本研究以大数据为视角，对大数据背景下TB银行
远程银行中心精准营销策略问题进行深入挖掘，丰富精准营销领域的研究成
果。
本研究采取文献查阅、案例研究、访谈对话方法，以客户画像理论、4C营
销理论为理论视角，通过分析二手资料、访谈资料，探索TB银行远程银行中
心精准营销的数据集市和客户标签体系的构建，实现对客户信息的全方位完
善，通过客户画像等方式挖掘客户特征，找出其在精准营销方面存在的问题，
对揭示远程银行中心精准营销具有重要的渠道价值，为全行精准营销工作起到
指导作用。
研究发现：（1）TB银行远程银行中心精准营销目前存在四个问题：A.分层
分类方面的问题,B.客户管户方面的问题，C.渠道整合方面的问题，D.差异化
精准营销方面的问题；（2）TB银行远程银行中心精准营销中存在的问题主要有
三个原因，一是营销人员的专业素养待提升，二是营销领域的技术应用不足，
三是管理中的规章制度不完善；（3）根据发现的四方面问题，提出了TB银行
全行精准营销改进的四个策略，包括分层分类方面、客户管户方面、渠道整合
方面和差异化精准营销方面；（4）TB银行远程营销中心精准营销需要四个方面
的保障措施，具体为人才方面的保障、制度方面的保障、技术方面的保障、资
金方面的保障。通过实施策略和保障措施相辅相成，解决TB银行远程银行中
心精准营销中存在的问题，保证了TB银行远程银行中心精准营销策略可以顺
利落地实施。
关键词：大数据；远程银行中心；零售客户；精准营销
I
ABSTRACT
Abstract
Remote banking center precision marketing has been playing an important role
in banking practice for the past few years. Previous studies have focused on the use of
data technology,behavioural characteristics,channel selection,comparison of
transformation strategies, and market segmentation theory, with a preference for
theory. This thesis takes big data as a perspective and digs deeper into the issue of
precision marketing strategies for TB banks' remote banking centres in the context of
big data to enrich the research results in the field of precision marketing.
This thesis adopts the research methods of literature research, case study and
interview, and takes customer portrait theory and 4C marketing theory as the
theoretical perspective. Through the analysis of secondary data, interview data and
exploration of TB Bank remote banking center precision marketing data mart and the
construction of customer label system to comprehensively improve customer
information. Through the customer portrait and other ways to dig out the
characteristics of customers, find out the existing problems in the precision marketing,
which has an important channel value to reveal the precision marketing of telecentre,
and plays a guiding role for the precision marketing of the whole bank.
The thesis found that: (1) TB Bank's remote banking centre currently has four
problems in precision marketing, A. problems in terms of tiered classification, B.
problems in terms of customer management accounts, C. problems in terms of
channel integration, and D. problems in terms of differentiated precision marketing;
(2)The problems of accurate marketing in the remote banking centers of TB banks are
mainly contributed to three reasons: the professionalism of marketing personnel to be
improved, the insufficient application of technology in the field of marketing, and the
imperfect rules and regulations in management; (3) based on the four identified
problems, four strategies corresponding to TB Bank's bank-wide precision marketing
are proposed, including hierarchical classification, customer management accounts,
channel integration, and differentiated precision marketing; (4) TB Bank distance
marketing center precision marketing needs four aspects of guarantee measures,
II
ABSTRACT
including talent guarantee, system guarantee, technology guarantee, capital guarantee.
The complementary implementation strategies and safeguard measures solve the
problems existing in the precision marketing of TB Bank remote banking center, and
ensure the smooth implementation of the precision marketing strategy of TB Bank
remote banking center.
Keywords:big data; remote banking center; retail customers; precision marketing
III