银行互联网金融营销问题与“三化”解决策略

Internet Financial Marketing of Banks: Problems and Countermeasures

通过互联网金融营销的实际案例调研,发现银行互联网金融营销存在“客户产品偏好画像模糊,无法实现交叉销售”“产品货架用户可视性差,无法实现交叉获客”等问题。基于互联网营销的AARRR模型、6R模型,提出客户产品偏好画像精准标签价值化、数据平台智能营销渠道场景化、产品货架可视营销策略自动化等银行互联网金融营销“三化”策略。这些策略不仅可以解决上述问题,也可促进银行互联网金融营销向自动化转型。

There are problems of Internet financial marketing including that cross-selling cannot be realized for the fuzzy portraits of customer product preferences and cross customer acquisition can not be achieved for user’s poor visibility of product shelf. Based on the AARRR model and 6 R model of marketing,the authors of this paper propose strategies such as valuating the customer product preference portrait label,scenarizing the intelligent marketing channel of data platform and automating the visual marketing strategy of product shelf.