本文選題：交叉營(yíng)銷　切入點(diǎn)：數(shù)據(jù)挖掘　出處：《蘇州大學(xué)》2015年碩士論文

【摘要】：目前,商業(yè)銀行為了取得更大的競(jìng)爭(zhēng)優(yōu)勢(shì),正在將市場(chǎng)營(yíng)銷理念從“產(chǎn)品導(dǎo)向”轉(zhuǎn)變?yōu)椤翱蛻魧?dǎo)向”。金融產(chǎn)品精準(zhǔn)營(yíng)銷可通過(guò)向客戶提供一整套產(chǎn)品或服務(wù)的解決方案,達(dá)到降低營(yíng)銷成本、擴(kuò)大銷售業(yè)績(jī)、增加企業(yè)利潤(rùn)、增強(qiáng)客戶忠誠(chéng)度的目的。但是,由于金融領(lǐng)域的數(shù)據(jù)分析具有量大、不確定因素多等特點(diǎn),導(dǎo)致當(dāng)前的精準(zhǔn)營(yíng)銷策略大多是在缺乏對(duì)客戶和產(chǎn)品進(jìn)行科學(xué)分析的情況下制定的,缺乏針對(duì)性,實(shí)際應(yīng)用價(jià)值不高。作者認(rèn)為要進(jìn)行有效的精準(zhǔn)營(yíng)銷,客戶細(xì)分和產(chǎn)品關(guān)聯(lián)分析是兩個(gè)重要的環(huán)節(jié)。通過(guò)對(duì)客戶的科學(xué)分類,可以分析各種類型客戶的消費(fèi)特點(diǎn),形成針對(duì)客戶群體的營(yíng)銷策略;通過(guò)產(chǎn)品關(guān)聯(lián)分析,可以明確各類產(chǎn)品間的潛在聯(lián)系,結(jié)合客戶的歷史交易記錄,可以形成針對(duì)客戶個(gè)體的營(yíng)銷策略。將這兩個(gè)營(yíng)銷策略有效結(jié)合,便可以形成個(gè)性化的、實(shí)用高效的交叉營(yíng)銷策略。本文首先對(duì)N銀行產(chǎn)品營(yíng)銷體系的現(xiàn)狀進(jìn)行了分析,闡述了該營(yíng)銷體系存在的不足之處;接著闡述了構(gòu)建基于大數(shù)據(jù)分析的個(gè)人金融產(chǎn)品精準(zhǔn)營(yíng)銷方式的思路與方法,并重點(diǎn)闡述了構(gòu)建該營(yíng)銷方式的核心組成部分——個(gè)人金融產(chǎn)品精準(zhǔn)營(yíng)銷模型的思路與方法。在闡述過(guò)程中介紹了客戶細(xì)分模型的構(gòu)建方法和客戶與產(chǎn)品、產(chǎn)品與產(chǎn)品關(guān)聯(lián)性分析的方法,以及所使用到的聚類分析算法與關(guān)聯(lián)規(guī)則算法;最后通過(guò)兩個(gè)具體的案例,介紹了個(gè)人金融產(chǎn)品精準(zhǔn)營(yíng)銷方式的在實(shí)際營(yíng)銷活動(dòng)中的應(yīng)用流程,并根據(jù)最終的營(yíng)銷效果對(duì)該精準(zhǔn)營(yíng)銷方式做出了評(píng)價(jià)。
[Abstract]:At present, in order to gain a greater competitive advantage, commercial banks are changing the marketing concept from "product-oriented" to "customer-oriented." Precision marketing of financial products can be achieved by providing customers with a complete set of products or services. To reduce marketing costs, expand sales performance, increase corporate profits, enhance customer loyalty. However, because of the large amount of data analysis in the financial field, there are many uncertain factors. As a result, most of the current precision marketing strategies are formulated in the absence of scientific analysis of customers and products, lack of pertinence, and lack of practical application value. Customer segmentation and product association analysis are two important links. Through the scientific classification of customers, we can analyze the consumption characteristics of various types of customers and form marketing strategies for customer groups. It can make clear the potential connection between various kinds of products, combine the customer's history transaction record, can form the marketing strategy aimed at the customer individual, combine these two marketing strategies effectively, can form the individuation, Practical and efficient cross-marketing strategy. Firstly, this paper analyzes the current situation of N Bank's product marketing system, and expounds the shortcomings of the system. Then, the paper expounds the ideas and methods of constructing the accurate marketing method of personal financial products based on big data analysis. This paper also focuses on the idea and method of constructing the key component of the marketing mode-personal financial product precision marketing model. In the process of expatiating, it introduces the construction method of customer segmentation model and customer and product. The method of product and product correlation analysis, the clustering analysis algorithm and association rule algorithm are used. Finally, through two concrete cases, the paper introduces the application flow of personal financial product precision marketing in actual marketing activities. According to the final marketing effect, the accurate marketing method is evaluated.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2;F274

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本文編號(hào)：1667920