摘要
大数据时代，以虚拟货币为代表的创新型金融工具给传统商业银行带来冲击，各类民间
机构在大数据的应用上领先于商业银行。面对互联网金融及开放银行的发展，商业银行纷纷
寻找机会实现经营转型并扩大客户群体。企业的存款、贷款、汇兑、融资、理财等业务资金
量大且集中，对公业务为商业银行主要经营收入来源之一。但目前大部分商业银行的对公营
销策略落后于市场变化及技术发展，对于企业客户的真实情况及需求认识不足，市场定位准
确度不高。大数据技术的出现和发展是解决这一问题的契机。如何在大数据背景下，找到对
公营销的突破口，实现利润增长，是国内商业银行需要思考的问题。
本文以A商业银行为研究对象，（1）分析A银行在大数据背景下对公业务的营销现状，
通过问卷调查的方式，综合得出目前对公营销中的主要问题。本文首先运用SWOT理论，分
析了大数据背景下A银行对公营销的内外部竞争环境；其次通过问卷调查、数据分析、深度
访谈的方式，判断A银行现行营销策略的实际应用效果；最后，综合对竞争环境及营销效果
的分析，精准定位相关问题，并深入探究了导致问题的原因。（2）针对A商业银行对公营销
中存在的问题，结合动态创新的CCDVTP营销理论，提出了大数据背景下A银行对公业务精
准营销策略改进方案。本文从创新、沟通、价值传递等方面，针对A对公精准营销的痛点，
研究得出更适应大数据营销环境的以客户为中心的对应策略；为将相关策略落实，本文从大
数据的分析、挖掘、精准定位等功能上探索构建A银行对公业务大数据精准营销平台，该平
台包括认知客户、挖掘需求、精准营销、营销评估四个模块，并以此为基础提出大数据营销
的实际方案，实现营销闭环。
本文的创新之处在于，将传统营销理论的改进融入商业银行大数据营销的实践中，更适
应商业银行当前以客户为中心的大数据营销环境。本文将大数据技术与精准营销结合，在提
出CCDVTP营销策略的基础上，通过建立基于用户画像的大数据精准营销平台，完善了A银
行的对公营销体系，为其他商业银行在大数据背景下对公营销策略的改进提供参考，从而逐
步实现经营转型。
关键词：对公业务；大数据；CCDVTP营销模型；市场营销策略；
IV

Abstract
Innovative financial instruments represented by virtual currency have largely impacted
traditional commercial Banks in the era of “big data”. Various non-governmental organizations are
ahead of commercial banks in applying “big data”. With the development of Internet finance and
open banking, commercial banks are seeking for chances to transform operation modes and expand
corporate banking business. However, most commercial banks' marketing strategies currently lag
behind market changes and technological development, lack of accurate market positioning and
understanding of customers’ real needs. The development of “big data” is an opportunity to solve
this problem. Commercial banks should utilize it to innovate marketing of corporate business, and
realize profit growth.
This paper takes A commercial Bank as the object of study. (1) Based on the analysis of A
bank's current situation of “big data” marketing to corporate customers, the main problems are
concluded through questionnaire survey. This paper first uses SWOT model to analyze the internal
and external competitive environment of A Bank's marketing of corporate business, against the
background of “big data”. Secondly, by means of questionnaire survey, data analysis and in-depth
interview, the actual application of A bank's current marketing strategy is judged. Finally, through
the analysis of the competitive environment and marketing effect, the paper locates the problems
existing in corporate banking marketing, and deeply explores the causes of them. (2) Aiming at the
previous problems, dynamic and innovative CCDVTP strategies for A Bank's precision marketing
was proposed. Targeted at A’s pain points of marketing under the “big data” background, the paper
proposes the corresponding, more suitable customer-centered strategies from the aspects of
creation, communication, delivering value and so on. To implement these strategies, the author
builds a “big data” marketing platform for A’s corporate banking, which includes perceive, data-
mining, marketing and assessment. On this basis, the paper puts forward the practical scheme of big
data marketing, accomplishing an accurate real-time marketing closed loop.
The innovation of this paper is to integrate the improvement of traditional marketing theories
into the practice of big data marketing of commercial banks, which is more suitable for the current
customer-oriented marketing environment. This paper combines data technology and precision
marketing. The paper perfects A’s marketing system of corporate banking through the creation of
CCDVTP marketing strategies and the building of precision marketing platform, which provide a
reference for other commercial banks to improve their marketing strategy and operation mode under
the “big data” background.
Key words: Corporate banking; Big data; CCDVTP model; Marketing strategy.
V

目录
绪论 ............................................................................................................................................................. 1
1.1研究背景 .................................................................................................................................................... 1
1.2研究意义 .................................................................................................................................................... 2
1.2.1理论意义 ......................................................................................................................................... 2
1.2.2实践意义 ......................................................................................................................................... 2
1.3研究方法与内容 ........................................................................................................................................ 2
1.3.1研究方法 ......................................................................................................................................... 2
1.3.2研究内容 ......................................................................................................................................... 3
理论基础与文献综述 ................................................................................................................................. 4
2.1营销策略分析工具 .................................................................................................................................... 4
2.1.1 SWOT分析...................................................................................................................................... 4
2.1.2 CCDVTP营销理论.......................................................................................................................... 4
2.2国内外研究现状 ........................................................................................................................................ 5
2.2.1大数据对银行营销转型影响的研究.............................................................................................. 5
2.2.2商业银行对公业务营销策略的研究.............................................................................................. 6
大数据背景下 A银行对公业务营销环境及现状..................................................................................... 8
3.1大数据背景下 A银行相关情况................................................................................................................ 8
3.1.1大数据背景介绍 ............................................................................................................................. 8
3.1.2 A银行及其金融科技简介............................................................................................................... 9
3.1.3 A银行对公业务简介....................................................................................................................... 9
3.2 A银行对公业务 SWOT分析 ...............................