数据挖掘技术在银行客户关系管理中的应用研究

发布时间：2018-06-01 22:18

本文选题：商业银行 + 客户关系管理　；参考：《湖南大学》2013年硕士论文

【摘要】：随着我国金融业对外逐渐开放，国外银行大量进驻国内金融市场。与国外银行相比，，国内商业银行无论在管理上还是技术上都无法与之抗衡，使得我国商业银行面临着前所未有的竞争压力。尽管如此，我们也并非无抗衡之力，我们也有自己的优势一一我国有着相对稳定的政治经济环境，更为重要的是国有商业银行拥有遍布全国的营业网点、庞大的客户群和丰富的业务数据。我国商业银行的当务之急就是要设计出一种方法来充分挖掘并利用这些潜在的资源。数据挖掘技术作为一种强大的信息获取方法，具有很强的可行性，可以提炼出经营管理者所须的关键信息，进而有效地指导银行的战略决策和业务管理。因此，针对能提高我国商业银行科学决策和市场竞争力的数据挖掘应用项目已成为当前我国商业银行信息化的一个新热点。本文采用了理论研究、数据实验和实地调研相结合的方法来具体研究我国商业银行的数据挖掘应用问题。作者根据我国商业银行的自身特点、结合国外商业银行数据挖掘的成功应用的经验，在现有的文献资料的基础上对我国商业银行数据挖掘的具体应用进行了比较深入的研究和较为全面的归纳。接着，以某银行基于数据挖掘技术的客户关系管理为研究样本，用数据挖掘技术较为全面、深入地挖掘了数据背后有价值的规律和原因，得出一些重要的结论，并相应的提出了有针对性的管理建议。最后，作者总结了我国商业银行应用数据挖掘技术所面临的困难，为数据挖掘仓库的维护及制度建设提出政策建议。本文对如何将数据挖掘作为整套解决方案具体应用到工商商业银行某银行的客户关系管理中进行了初步探索和研究。经研究发现数据挖掘技术在我国商业银行客户关系管理战略体系的应用过程中具有可推广且优势多、困难大但前景好的两大特点，我国商业银行应加快数据挖掘技术的发展，以提高自身的竞争实力。
[Abstract]:With the gradual opening of China's financial industry to the outside world, a large number of foreign banks have entered the domestic financial market. Compared with foreign banks, domestic commercial banks can not compete with them in management or technology, which makes Chinese commercial banks face unprecedented competitive pressure. Nevertheless, we are not without a counterbalance, we also have our own advantages-our country has a relatively stable political and economic environment, and more importantly, the state-owned commercial banks have business outlets all over the country. Huge customer base and rich business data. The urgent task of commercial banks in China is to design a method to fully exploit and utilize these potential resources. As a powerful information acquisition method, data mining technology has strong feasibility, it can extract the key information needed by managers, and then effectively guide the strategic decision and business management of banks. Therefore, the data mining application project which can improve the scientific decision-making and market competitiveness of commercial banks in China has become a new hot spot in the informatization of commercial banks in our country. In this paper, the method of combining theoretical research, data experiment and field investigation is used to study the application of data mining in commercial banks in China. According to the characteristics of China's commercial banks, the author combines the successful application experience of foreign commercial banks' data mining. On the basis of the existing literature, this paper makes a deep research and a more comprehensive summary on the concrete application of data mining in commercial banks in our country. Then, taking the customer relationship management based on the data mining technology as the research sample, using the data mining technology to excavate the valuable rules and reasons behind the data, some important conclusions are drawn. Corresponding management suggestions are put forward. Finally, the author summarizes the difficulties faced by Chinese commercial banks in the application of data mining technology, and puts forward some policy suggestions for the maintenance and system construction of data mining warehouses. In this paper, how to apply data mining as a whole solution to customer relationship management of a bank in ICBC is studied. It is found that the application of data mining technology in the process of customer relationship management strategy system of commercial banks in our country has two characteristics, which can be popularized and have many advantages, great difficulties but good prospects. The commercial banks of our country should speed up the development of data mining technology. In order to improve their own competitive strength.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.13

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