基于客户画像的Z银行精准营销策略研究--以中老年客户贵金属营销项目为例

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1、目录第1章绪论···················································································11.1研究背景及意义·····································································11.1.1研究背景·······································································11.1.2研

2、究意义·······································································11.2相关研究文献综述··································································21.2.1精准营销理论的研究现状··················································21.2.2用户画像理论的研究现状······················

3、····························31.3研究内容··············································································51.4研究方法··············································································6第2章Z银行中老年客户贵金属营销项目现状及存在问题························72.1Z银行中

4、老年客户的基本特点····················································72.1.1Z银行中老年客户基本情况················································72.1.2Z银行中老年有效客户年龄资产结构分析·····························82.1.3Z银行中老年客户消费特点分析··········································142.2Z银行江西分行贵金属产

5、品介绍·················································152.3目前中老年客户贵金属营销项目存在的问题·································19第3章大数据时代Z银行客户画像技术的引入·····································213.1大数据时代Z银行的挑战与机遇················································213.2Z银行应对大数据的思考·······

6、···················································223.3Z银行客户画像功能简介··························································233.3.1客户画像介绍·································································243.3.2标签功能············································

7、···························253.3.3客群管理·······································································263.3.4产品管理·······································································273.4Z银行客户精准推荐业务——以“e触即发”为例·····························273.4.1项目基本

8、设计思路···························································283.4.2项目实践效果·································································29第4章基于客户画像的Z银行中老年客户贵金属精准营销项目设计··········304.1基于客户画像的