N银行的个人金融产品精准营销研究

发布时间：2018-03-26 12:32

本文选题：交叉营销　切入点：数据挖掘　出处：《苏州大学》2015年硕士论文

【摘要】：目前,商业银行为了取得更大的竞争优势,正在将市场营销理念从“产品导向”转变为“客户导向”。金融产品精准营销可通过向客户提供一整套产品或服务的解决方案,达到降低营销成本、扩大销售业绩、增加企业利润、增强客户忠诚度的目的。但是,由于金融领域的数据分析具有量大、不确定因素多等特点,导致当前的精准营销策略大多是在缺乏对客户和产品进行科学分析的情况下制定的,缺乏针对性,实际应用价值不高。作者认为要进行有效的精准营销,客户细分和产品关联分析是两个重要的环节。通过对客户的科学分类,可以分析各种类型客户的消费特点,形成针对客户群体的营销策略;通过产品关联分析,可以明确各类产品间的潜在联系,结合客户的历史交易记录,可以形成针对客户个体的营销策略。将这两个营销策略有效结合,便可以形成个性化的、实用高效的交叉营销策略。本文首先对N银行产品营销体系的现状进行了分析,阐述了该营销体系存在的不足之处;接着阐述了构建基于大数据分析的个人金融产品精准营销方式的思路与方法,并重点阐述了构建该营销方式的核心组成部分——个人金融产品精准营销模型的思路与方法。在阐述过程中介绍了客户细分模型的构建方法和客户与产品、产品与产品关联性分析的方法,以及所使用到的聚类分析算法与关联规则算法;最后通过两个具体的案例,介绍了个人金融产品精准营销方式的在实际营销活动中的应用流程,并根据最终的营销效果对该精准营销方式做出了评价。
[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.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

【参考文献】