本文關(guān)鍵詞：基于數(shù)據(jù)挖掘的期貨公司客戶細(xì)分管理系統(tǒng)的分析與設(shè)計(jì)　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 客戶細(xì)分 客戶關(guān)系管理 數(shù)據(jù)挖掘

【摘要】：近年來(lái),我國(guó)期貨行業(yè)快速發(fā)展,期貨公司不斷開展多樣化的公司經(jīng)營(yíng)模式隨著市場(chǎng)規(guī)模不斷擴(kuò)大,期貨公司在爭(zhēng)奪客戶的過程中,一方面在于增加現(xiàn)有客戶量,另一方面在于維護(hù)現(xiàn)有客戶的價(jià)值,期貨公司的戰(zhàn)略目標(biāo)也由"以產(chǎn)品為中心"轉(zhuǎn)變?yōu)?以客戶為中心"。如何管理客戶、如何提高客戶滿意度、如何將客戶資源效用發(fā)揮到最大化,并轉(zhuǎn)化為期貨公司的利潤(rùn)成為了期貨公司的重要目標(biāo)。在此背景下,越來(lái)越多的期貨公司相繼上線CRM系統(tǒng),以便用更好的服務(wù)現(xiàn)有客戶、發(fā)掘潛在客戶、對(duì)客戶實(shí)現(xiàn)定制化的服務(wù)。在應(yīng)用客戶關(guān)系管理系統(tǒng)后,期貨公司已經(jīng)開始盡力地區(qū)分客戶,把最好的服務(wù)提供給更有價(jià)值的客戶,從而發(fā)揮出客戶服務(wù)的最大效率。然而在期貨市場(chǎng)氣候的變化下,公司往往依照簡(jiǎn)單的價(jià)值分類對(duì)客戶進(jìn)行分類,使用一成不變的客戶服務(wù)策略面臨著客戶流失的風(fēng)險(xiǎn)。數(shù)據(jù)挖掘技術(shù)將協(xié)助期貨公司在客戶細(xì)分問題上尋找更佳的途徑,針對(duì)不同的客戶提供不同的營(yíng)銷策略,將客戶價(jià)值最大化。本文在前人研究的基礎(chǔ)上,結(jié)合A期貨公司的業(yè)務(wù)實(shí)際,以數(shù)據(jù)挖掘技術(shù)為基礎(chǔ),實(shí)現(xiàn)了期貨公司客戶細(xì)分管理,為公司提供個(gè)性化服務(wù)提供了技術(shù)支持。本文從以下幾個(gè)部分進(jìn)行闡述:首先,介紹了論文研究的市場(chǎng)背景和框架,進(jìn)而對(duì)系統(tǒng)設(shè)計(jì)需要的CRM理論、數(shù)據(jù)挖掘、客戶細(xì)分理論等進(jìn)行闡述,然后對(duì)A期貨公司業(yè)務(wù)現(xiàn)狀進(jìn)行了業(yè)務(wù)調(diào)查,通過對(duì)期貨公司主要業(yè)務(wù)流程分析,明確了各部室的業(yè)務(wù)需求,第三部分通過業(yè)務(wù)分析使用平臺(tái)進(jìn)行客戶細(xì)分管理系統(tǒng)的設(shè)計(jì),最后進(jìn)行了客戶細(xì)分管理系統(tǒng)的實(shí)現(xiàn)工作,并且進(jìn)行了測(cè)試驗(yàn)證和系統(tǒng)評(píng)價(jià),實(shí)現(xiàn)了客戶管理的細(xì)分,為部室提供了有效的決策支持。本文的研究希望為期貨公司做好期貨客戶維護(hù)工作提供部分思路,為公司改善服務(wù)質(zhì)量、決策支持提供幫助。通過對(duì)A公司實(shí)際應(yīng)用情況,本文提出兩個(gè)方面的創(chuàng)新點(diǎn):(1)在客戶基本信息管理上增加了多維分析和個(gè)體分析,包含了當(dāng)前時(shí)間點(diǎn)的多項(xiàng)指標(biāo)的分析和多個(gè)時(shí)間維度的指標(biāo)分析,并強(qiáng)化了個(gè)體分析,即對(duì)某個(gè)客戶進(jìn)行詳細(xì)分析的模塊,如分析該客戶的投資偏好、操作偏好、服務(wù)歷史記錄,并可以根據(jù)持倉(cāng)情況生成簡(jiǎn)單的投資分析報(bào)告。(2)增加了客戶分群分級(jí)的功能,根據(jù)實(shí)際的業(yè)務(wù)指標(biāo)對(duì)客戶進(jìn)行分群分級(jí),為客戶提供更有針對(duì)性的服務(wù)。
[Abstract]:In recent years, with the rapid development of futures industry in China, futures companies continue to carry out a variety of business models with the expansion of market size, futures companies in the process of competing for customers. On the one hand, it is to increase the number of existing customers, on the other hand, to maintain the value of existing customers. The strategic goal of futures companies has also changed from "product-centered" to "customer-centric". How to manage customers. How to improve customer satisfaction, how to maximize the utility of customer resources, and how to convert the profits of futures companies has become an important target of futures companies. More and more futures companies go online CRM system one after another, in order to better serve existing customers, explore potential customers, achieve customized services to customers. After the application of customer relationship management system. Futures companies have begun to do their best to distinguish customers and provide the best services to more valuable customers, thus maximizing the efficiency of customer service. However, in the futures market climate changes. Companies tend to classify customers according to simple value classifications. Data mining technology will help futures companies to find a better way to solve customer segmentation problems and provide different marketing strategies for different customers. On the basis of previous research, this paper realizes customer segmentation management of futures company based on data mining technology, combined with the actual business of A futures company. It provides technical support for the company to provide personalized service. This paper describes the following parts: first, the paper introduces the market background and framework of the research, and then the system design needs the CRM theory. Data mining, customer segmentation theory and so on are elaborated, and then the business situation of A futures company is investigated. Through the analysis of the main business process of the futures company, the business needs of each department are clarified. The third part uses the platform to design the customer segmentation management system through the business analysis. Finally, the implementation of the customer segmentation management system is carried out, and the test verification and system evaluation are carried out. This paper hopes to provide some ideas for futures companies to do a good job in the maintenance of futures customers and improve the quality of service for the company. Decision support provides help. Through the practical application of company A, this paper puts forward two innovative points: 1) adding multidimensional analysis and individual analysis to customer basic information management. It includes the analysis of multiple indicators of the current time point and the analysis of multiple time dimensions, and strengthens the individual analysis, that is, the module of detailed analysis of a customer, such as the analysis of the customer's investment preference. Operation preference, service history record, and can generate a simple investment analysis report according to the position situation.) it adds the function of customer grouping and classifying customers according to the actual business indicators. To provide customers with more targeted services.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.39

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