中小银行对公业务数字化营销研究与实践

Research and Practice of Digital Marketing for Corporate Banking in Small and Medium-sized Banks

针对中小银行对公业务数字化程度偏低、数字化转型起步晚、见效难的问题,提出通过数字化营销解决对公业务数字化转型问题,给出了中小银行数字化营销的思路,重点介绍了青岛银行对公业务数字化转型案例——“慧营销”。详细介绍了“慧营销”的数据逻辑与生态图谱构建,并总结了数字化营销的成效,从而使中小银行对公业务板块降本增效、提升客户服务质量和效率。

In view of the low level and late start of digitalization of corporate business of small and medium-sized banks,plus the difficulty in achieving results,this paper proposes to solve the problem of Digital transformation of corporate banking through digital marketing,and gives the idea of digital marketing for small and medium-sized banks.Focusing on the case of corporate banking digitalization of Bank of Qingdao——"Smart Marketing",a detailed introduction was given to the data logic and ecological knowledge graph construction of"Smart Marketing".Summarizing the effectiveness of digital marketing,thereby reducing costs and increasing efficiency in the corporate banking sector of small and medium-sized banks,and improving customer service quality and efficiency.