【摘要】：改革開放之后,我國的經(jīng)濟(jì)迅猛發(fā)展,市場競爭也越來越激烈。競爭的焦點(diǎn)也不斷地在改變,由之前的產(chǎn)品競爭逐漸轉(zhuǎn)變?yōu)橐钥蛻魹橹行牡姆⻊?wù)競爭。而企業(yè)和客戶的關(guān)系是以客戶為中心的服務(wù)競爭的重點(diǎn)。商業(yè)銀行作為一個(gè)向廣大群眾提供各種金融服務(wù)的服務(wù)性行業(yè),客戶關(guān)系管理對它來說尤為重要。在大數(shù)據(jù)時(shí)代當(dāng)中,客戶信息數(shù)據(jù)以爆炸性的趨勢增長,面對空前巨大的數(shù)據(jù)量,只有通過更深層次的挖掘才能完全體現(xiàn)其潛在價(jià)值。因此,商業(yè)銀行有必要在客戶關(guān)系管理系統(tǒng)之上進(jìn)行大數(shù)據(jù)分析。通過深層次的挖掘和綜合分析這些客戶信息,商業(yè)銀行才能真正了解客戶的個(gè)性化行為和需求。而不同客戶對于銀行的價(jià)值是不同的,本文的工作就是分析在大數(shù)據(jù)時(shí)代的背景下商業(yè)銀行的發(fā)展道路,以客戶信息數(shù)據(jù)作為數(shù)據(jù)庫,為商業(yè)銀行建立大數(shù)據(jù)客戶關(guān)系管理系統(tǒng),并主要介紹客戶關(guān)系管理系統(tǒng)中的客戶分類。運(yùn)用MapReduce聚類大數(shù)據(jù)處理方法成功將客戶進(jìn)行分類。本人從事的是金融行業(yè),在商業(yè)銀行負(fù)責(zé)高端客戶的經(jīng)營管理工作。在不斷變化的環(huán)境中,客戶的需求也在不斷的變化:從基礎(chǔ)的存貸款、結(jié)算業(yè)務(wù)到現(xiàn)在的財(cái)富管理、財(cái)富保全、傳承規(guī)劃。如何深入了解客戶,發(fā)現(xiàn)客戶的需求,從而提供個(gè)性化的定制化產(chǎn)品和服務(wù);如何運(yùn)用數(shù)據(jù)分析,獲取目標(biāo)價(jià)值客戶實(shí)現(xiàn)精準(zhǔn)營銷,提高管理效率;這些都是值得我們研究和探討的課題。
[Abstract]:After the reform and opening up, China's economy is developing rapidly, and the market competition is becoming more and more fierce. The focus of competition is also constantly changing, from the previous product competition to customer-centered service competition. The relationship between enterprises and customers is the focus of customer-centered service competition. As a service industry to provide all kinds of financial services to the masses, customer relationship management is particularly important to commercial banks. In big data era, customer information data with explosive trend of growth, in the face of unprecedented huge amount of data, only through deeper mining can fully reflect its potential value. Therefore, it is necessary for commercial banks to carry out big data analysis on the customer relationship management system. Through deep mining and comprehensive analysis of these customer information, commercial banks can really understand the personalized behavior and needs of customers. The value of different customers to the bank is different. The work of this paper is to analyze the development road of commercial banks under the background of big data's era, taking customer information data as the database. Establish big data customer relationship management system for commercial banks, and mainly introduce the customer classification in customer relationship management system. MapReduce clustering big data processing method was used to successfully classify customers. I am engaged in the financial industry, in the commercial bank responsible for the management of high-end customers. In the changing environment, the needs of customers are also constantly changing: from the basic deposit and loan, settlement business to the current wealth management, wealth preservation, inheritance planning. How to deeply understand the customers, discover the needs of the customers, so as to provide personalized customized products and services, how to use data analysis, obtain the target value customers to achieve accurate marketing, improve management efficiency; These are topics worthy of our study and discussion.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：TP311.13

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