【摘要】：隨著國民經(jīng)濟(jì)飛速發(fā)展,銀行的信息化水平與辦公自動化程度也逐步提高,同時隨著銀行管理理念的發(fā)展,傳統(tǒng)銀行客戶關(guān)系管理(CRM)方法已無法滿足銀行發(fā)展的基本需求。數(shù)據(jù)挖掘技術(shù)的發(fā)展可以很好地解決這個問題,通過數(shù)據(jù)挖掘技術(shù)可以對銀行客戶的數(shù)據(jù)信息進(jìn)行深度的分析,發(fā)掘其潛在深處的信息與規(guī)律,把這些信息變?yōu)橛杏玫男畔?從而為銀行內(nèi)部的決策提供依據(jù),輔助銀行在市場競爭中取得優(yōu)勢。本文以湖南省某市農(nóng)商銀行作為研究載體,充分研究了國內(nèi)外銀行客戶關(guān)系管理系統(tǒng)的發(fā)展現(xiàn)狀,結(jié)合銀行已有的業(yè)務(wù)數(shù)據(jù),使用決策樹技術(shù)、數(shù)據(jù)預(yù)處理等技術(shù)進(jìn)行數(shù)據(jù)挖掘,重點(diǎn)闡述了決策樹的生成過程。以挖掘結(jié)果為基礎(chǔ),聯(lián)系銀行的業(yè)務(wù)現(xiàn)狀對客戶關(guān)系管理系統(tǒng)進(jìn)行了詳細(xì)的需求分析,在保證其可擴(kuò)展性與可維護(hù)性的基礎(chǔ)下設(shè)計了一套客戶關(guān)系管理系統(tǒng),最后對該系統(tǒng)進(jìn)行了實現(xiàn)并進(jìn)行了功能測試。新系統(tǒng)可以對現(xiàn)有老客戶的消費(fèi)需求與消費(fèi)習(xí)慣和進(jìn)行充分挖掘,提高客戶的滿意度,進(jìn)而達(dá)到提高客戶忠誠度的目的,以此來使自己的客戶基礎(chǔ)更加牢固,此外可以適應(yīng)復(fù)雜的銀行信息系統(tǒng)環(huán)境,具備足夠大的運(yùn)算能力與較高的精確性,可以為銀行的決策者提供出有參考價值的信息。該系統(tǒng)主要由客戶信息查詢模塊、貢獻(xiàn)度分析模塊、分類營銷模塊、客戶行為分析模塊與報表分析模塊這五個模塊組成。實踐證明,湖南省某市農(nóng)村商業(yè)銀行客戶關(guān)系管理系統(tǒng)的實施在很大程度上提高了該行客戶的依賴性與忠誠度,提高了銀行的市場競爭力。
[Abstract]:With the rapid development of the national economy, the level of bank informatization and office automation has been gradually improved. With the development of the concept of bank management, the traditional bank customer relationship management (CRM) method can no longer meet the basic needs of bank development. The development of data mining technology can solve this problem very well. Through data mining technology, we can deeply analyze the data information of bank customers, discover its potential deep information and rules, and turn these information into useful information. Thus provides the basis for the bank internal decision, assists the bank to obtain the superiority in the market competition. In this paper, we take the Agricultural and Commercial Bank of a certain city of Hunan Province as the research carrier, fully study the current situation of the customer relationship management system of the banks at home and abroad, combine the existing business data of the banks, and use the decision tree technology. Data preprocessing techniques are used for data mining, and the process of decision tree generation is emphasized. On the basis of mining results, the customer relationship management system is analyzed in detail according to the current situation of bank business, and a set of customer relationship management system is designed on the basis of ensuring its expansibility and maintainability. Finally, the system is implemented and the function test is carried out. The new system can fully excavate the consumption demand and consumption habits of existing old customers, improve customer satisfaction, and then achieve the purpose of increasing customer loyalty, thereby making their customer base more solid. In addition, it can adapt to the complex banking information system environment, have enough computing ability and high accuracy, and can provide reference information for the bank decision makers. The system consists of five modules: customer information query module, contribution analysis module, classification marketing module, customer behavior analysis module and report analysis module. Practice has proved that the implementation of customer relationship management system of a rural commercial bank in Hunan Province has greatly improved the dependence and loyalty of the bank's customers and improved the market competitiveness of the banks.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TP311.52

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本文編號：2228521