HF金融控股集团个人客户精准营销策略研究

On March 17, 2022, the People's Bank of China issued the inaugural financial holding licenses, approving CITIC Financial Holding and Beijing Financial Holding, officially implementing the financial holding group license. This has spurred eligible financial holding groups to actively prepare for their license applications, indicating a potential trend of more approvals in the future. The State Council's Decision on the Implementation of the Access Management of Financial Holding Companies (No. 12, 2020) defines a Financial Holding Group as a limited liability or joint-stock company controlling two or more different types of financial institutions. This definition highlights the diversified nature of financial holding groups, typically holding stakes in various financial institutions of different types, resulting in a broad portfolio of products. Addressing the dynamic changes in financial customers' risk tolerance and demands over time becomes a crucial challenge for Financial Holding Groups. The study focuses on HF Financial Holding Group, employing Precision Marketing Theory and the 4D Marketing Model for analysis. Identified issues within the four dimensions of the 4D marketing model are thoroughly examined, forming the basis for proposed solutions. These solutions include a precision marketing system and safeguard measures for HF Financial Holding Group, encompassing a marketing data platform, online trading platform, customer service system, product design optimization, and a customer points system. Validation of the proposed system occurs through a pilot scenario employing A/B group control testing. Results from the pilot scenario indicate that the marketing conversion rate of customers reached through HF Financial Holding Group's precision marketing system is 2.6 times higher than that of randomly selected customers, demonstrating the effectiveness of the proposed precision marketing system. In conclusion, this article delves into precision marketing challenges within HF Financial Holding Group, proposing a well-defined precision marketing system and guarantee measures. The insights and success of the proposed system offer valuable guidance for HF Financial Holding Group and other financial holding entities navigating the evolving landscape of precision marketing strategies.