N金融公司数智化营销策略研究  

Research on Digital and Intelligent Marketing Strategies of N Financial Company

作　　者：汪榕 Wang Rong(Guizhou Normal University,Guiyang,Guizhou 550022,China;Guizhou Gui'an Development Group Co.,Ltd.)

机构地区：[1]贵州师范大学,贵州贵阳550022 [2]贵州贵安发展集团有限公司

出　　处：《计算机时代》2025年第4期46-51,共6页Computer Era

摘　　要：数智化营销策略分析对于互联网金融行业的市场营销活动决策具有重要意义。针对互联网金融行业中数据量大、时效性高、类型多样所导致的多源数据采集与融合分析困难问题,提出了湖仓一体化的大数据技术架构。利用金融用户画像体系,结合综合评估分析模型、行为时间衰减模型以及用户投资意向度模型,通过将三个模型有机组合,共同实现对金融投资产品的精准化营销。实验表明,该方法在提升金融用户投资转化率上效果显著,同时也能有效降低获客成本。The analysis of digital and intelligent marketing strategies is of great significance for decision-making in marketing activities within the internet finance industry.In view of the difficulties in multi-source data collection and fusion analysis caused by the large amount of data,high timeliness and diversity of types in the Internet financial industry,this paper proposes a big data technology architecture integrating lake and warehouse.By leveraging a financial user profiling system and combining a comprehensive evaluation analysis model,a behavioral time decay model,and a user investment intention model,the precise marketing of financial investment products is achieved through the integration of these three models.Experimental results demonstrate that this method significantly improves the investment conversion rate of financial users while also reducing customer acquisition costs.

关 键 词：数智化营销 湖仓一体化 行为时间衰减模型 用户投资意向度模型 

分 类 号：F713.50[经济管理—市场营销]