面向银行CRM的客户分类与营销应用研究

发布时间：2018-03-20 21:58

本文选题：CRM　切入点：数据挖掘　出处：《上海师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展，银行间的竞争日益激烈，商业银行以产品为战略的传统模式逐渐被以客户为中心、以服务为目标的战略所取代。目前银行业主要运用客户关系管理（CRM）来管理客户、服务客户。信息时代数据以几何级规模迅速扩大，考虑到商业银行有着海量的客户数据，而客户间又有差别，有必要对客户进行分类研究，对产品进行关联，使得银行能够准确把握现有客户的状况，同时对不同类别的客户推荐不同种类的产品，采取不同的营销政策。鉴于客户分类和营销在银行CRM中的重要作用，本文采用了理论和应用相结合的研究方法，对A银行的CRM系统——PCRM中的数据进行预处理操作，针对具体的商业问题，展开数据挖掘模型的建立与测算，以及最后结果的前端展示与测评。首先对现有的理论做了回顾。结合商业银行的现状，阐述了国内外商业银行和CRM系统的使用情况；总结了CRM理论和数据挖掘理论；介绍了数据挖掘在银行CRM中的应用。其次确立了商业主题，并对这些主题建立了决策树模型和关联规则模型。确立了面向PCRM挖掘系统的数据挖掘过程模型。通过针对PCRM的数据挖掘解决A银行PCRM系统的不足并提高客户满意度。确定了客户分类和产品关联度的商业主题，对A银行PCRM系统数据进行预处理，，使用C5.0、CRT和Apriori算法在Clementine平台上来构建客户分类模型和关联模型。然后使用Cognos将测算结果进行前端展示。最后对经典决策树C5.0和CRT算法从熵和基尼的角度验证了这两种经典的决策树算法。结合市场营销理论，从产品关联营销角度给出了针对不同类型客户的一些销售建议和活动方案。从客户流失的角度，给出了有价值客户的营销工作流程。
[Abstract]:With the development of economy, the competition among banks is becoming more and more fierce. The traditional model of commercial banks taking product as the strategy is gradually taking the customer as the center. At present, the banking industry mainly uses CRM (customer relationship Management) to manage customers and serve customers. The data of the information age expands rapidly with the scale of geometry, considering that commercial banks have a huge amount of customer data. But there are differences between customers, it is necessary to classify the customers, to link the products, so that banks can accurately grasp the status of existing customers, and at the same time recommend different types of products to different types of customers. Adopt different marketing policies. In view of the important role of customer classification and marketing in the bank CRM, this paper adopts the research method of combining theory and application to preprocess the data in the CRM system of Bank A, aiming at the specific commercial problems. The establishment and measurement of data mining model and the front end display and evaluation of the final results are carried out. First of all, it reviews the existing theories. Combined with the current situation of commercial banks, this paper expounds the use of domestic and foreign commercial banks and CRM system, summarizes the CRM theory and data mining theory, and introduces the application of data mining in bank CRM. Secondly, the business theme was established. The decision tree model and association rule model are established for these topics, and the data mining process model for PCRM mining system is established. Through data mining for PCRM, the deficiency of PCRM system in Bank A is solved and customer satisfaction is improved. Business themes that define customer classification and product relevance, This paper preprocesses the data of PCRM system of Bank A, and constructs the customer classification model and association model on Clementine platform by using C5.0 CRT and Apriori algorithm. Then use Cognos to measure the results for the front-end display. Finally, the classical decision tree algorithms C5.0 and CRT are verified from the point of view of entropy and Gini. From the point of view of product association marketing, some sales suggestions and activity schemes for different types of customers are given, and the marketing workflow of valuable customers is given from the point of view of customer churn.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.13;F830.3

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