Research on Customer Service and Marketing Strategy of Digitalization of Commercial Banks

As financial technologies are now widely applied, digitalization of commercial banks are making steady progress, while traditional strategies of customer marketing service have been adjusted correspondingly. Commercial banks are seeking for strategic transformation of customers by building customer ecological circle, accelerating service digitalization and constructing omni-channel. This thesis, after analyzing characteristics and deficiencies of digital marketing of commercial banks, has proposed strategic approaches for customer service and marketing, discussed the construction of a comprehensive, intelligent and personalized customer service and marketing system by applying financial technologies from the following five aspects: big data construction, platform-based information concentration mode, personalized recommendation based on artificial intelligence, pan-financialized scenario construction as well as smart and collaborative customer service.