随着信息技术的飞速发展，大数据技术日新月异，大数据应用层出不穷，与 各行各业深入融合起来。对于传统银欧亿·体育（中国）有限公司而言，供需双方的关系也在发生着变化， 现在的金融服务欧亿·体育（中国）有限公司也逐渐变为以客户为主导的需方市场，传统的营销模式已经 慢慢跟不上客户需求变化的速度。与此同时,随着第三方支付公司、移动支付、 互联网金融等业务模式的创新加剧了金融服务欧亿·体育（中国）有限公司的竞争环境。对于传统商业银 行而言，竞争已成为常态。在竞争过程中如何获取客户需求，从而更好的满足客 户个性化需求成为传统欧亿·体育（中国）有限公司银行营销的重点，而由于银行的客户群体众多，个性 化需求差异较大，只有基于信息技术的帮助才能实现对客户需求的精准把握，从 而为客户创造价值。 本文通过对大数据理论及营销理论研究，分析深圳建行目前营销现状及存在 的问题，通过问题本身确定了深圳建行基于大数据的精准营销模式，并针对精准 营销模式进行必要性和可行性分析。并通过营销策略、营销流程及营销技术手段 等角度详细的描叙了精准营销模式设计的内容。随后针对营销策略的具体实施步 骤、实施保障、实施的重点难点及保障措施进行更加进一步的研究和说明，最后 针对论文提出了展望。 深圳建行地处中国改革开放的最前沿，竞争环境激烈，客户群体多样化，随 着国家政策及全球化进程的加速，中国传统商业银行一方面需要面临新型互联网 金融企业的竞争，同时还需要同国外金融企业竞争，通过市场导向同时运用先进 的信息技术来调整自身营销模式将有利于提升深圳建行的服务质量、运营成本， 同时降低风险，从而提升其竞争力，深圳建行的精准营销模式的成功将带动建行 乃至国内传统商业银行总体竞争力的提升，从而更好的服务于客户，提升国家总 体金融竞争能力。只有运用大数据技术，通过数据来驱动营销模式变革，才能给 客户提供更好的金融服务体验，提高营销效率，节省运营成本，完成银行转型。 深圳建行在银欧亿·体育（中国）有限公司具有代表性，其面临的问题在其他银行也广泛存在，本文在利 用先进大数据技术来推动精准营销模式的落地上提出了可行性的建议，给其他商 业银行和金融机构有着可借鉴的意义。 关键词：精准营销，营销模式，大数据，深圳建行兰州大学硕士学位论文 建设银行深圳市分行精准营销模式研究 II Research on Precision marketing model of China Construction Bank Shenzhen Branch Abstract With the rapid development of information technology, big data technology is changing with each passing day, and big data applications are emerging one after another, which is deeply integrated with all walks of life. For the traditional banking industry, the relationship between supply and demand is also changing. Now the financial services industry has gradually become a customer-driven demand-side market. The traditional marketing model has been unable to keep up with the speed of customer demand changes. . At the same time, innovations in business models such as third-party payment companies, mobile payments, and Internet finance have intensified the competitive environment in the financial services industry. For traditional commercial banks, competition has become the norm. How to obtain customer demand in the process of competition, so as to better meet the individual needs of customers has become the focus of traditional industry banking marketing. Because of the large number of customers in the bank, the individualized needs vary greatly. Only the help of information technology can achieve The precise grasp of customer needs creates value for customers. Through the research on big data theory and marketing theory, this paper analyzes the current marketing status and existing problems of Shenzhen Construction Bank, and determines the accurate marketing model of Shenzhen Construction Bank based on big data through the problem itself, and analyzes the necessity and feasibility of the precise marketing model. And through the marketing strategy, marketing process and marketing techniques, the content of the precision marketing model design is described in detail. Then, further research and explanations were carried out on the specific implementation steps, implementation guarantees, key difficulties and safeguard measures of the marketing strategy. Finally, the paper put forward a prospect for the paper. Shenzhen Construction Bank is at the forefront of China's reform and opening up, competitive environment incentives, and diversified customer groups. With the acceleration of national policies and globalization, Chinese traditional commercial banks need to face competition from new Internet financial companies. Competition of foreign financial enterprises, through market orientation and the use of advanced information technology to adjust their marketing model will help improve the quality of service and operating costs of Shenzhen Construction Bank, while reducing risks, thereby enhancing its competitiveness, the success of Shenzhen Construction Bank's precision marketing model It will promote the overall competitiveness of CCB and even domestic traditional commercial banks, so as to better serve customers and enhance the overall financial competitiveness of the country. Only by using big data兰州大学硕士学位论文 建设银行深圳市分行精准营销模式研究 III technology and driving marketing model changes through data can we provide customers with better financial service experience, improve marketing efficiency, save operating costs, and complete bank transformation. Shenzhen Construction Bank is representative in the banking industry, and its problems are also widespread in other banks. This paper puts forward feasible suggestions on the use of advanced big data technology to promote the precision marketing model, and has other commercial banks and financial institutions. The meaning can be borrowed. Key Words:Precision marketing,Marketing model,Big data,China Construction Bank Shenzhen branch兰州大学硕士学位论文 建设银行深圳市分行精准营销模式研究 IV 目 录 中文摘要..............................................................................................................I Abstract............................................................................................................II 第一章 绪论..............................................................................................................1 1.1 研究背景与意义.............................................................................................1 1.1.1 研究背景..............................................................................................1 1.1.2 研究意义..............................................................................................2 1.2 国内外研究综述.............................................................................................3 1.2.1 国内研究综述......................................................................................3 1.2.2 国外研究综述......................................................................................4 1.3 研究思路与内容.............................................................................................5 1.3.1 研究思路..............................................................................................5 1.3.2 研究方法..............................................................................................5 1.3.3 研究内容..............................................................................................5 第二章 相关概念与理论基础............................................................................. 7 2.1 相关概念.........................................................................................................7 2.1.1 大数据的特征.......................................................................................7 2.1.2 数据挖掘定义（Data Mining）........................................................8 2.2 理论基础.........................................................................................................8 2.2.1 4Cs 营销理论.......................................................................................8 2.2.2 精准营销理论......................................................................................9 2.2.3 客户关系管理理论..............................................................................9 第三章 深圳建行营销现状分析和营销模式选择......................................11 3.1 深圳建行简介...............................................................