电子银行客户营销管理系统的设计与实现

发布时间：2018-01-02 17:20

本文关键词：电子银行客户营销管理系统的设计与实现　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：在市场经济蓬勃发展的今天,银行金融机构不断增多,金融业竞争日趋激烈,以城市商业银行为代表的区域性银行改变以往以账户为中心的经营模式,正在向以客户为中心的经营模式转变。对于银行而言,迅速增长的业务量,使得传统的人工管理方式已经无法适应新的业务发展需要。为了帮助银行有效挖掘、分类、营销、维护客户,电子银行客户营销管理系统作为客户关系管理系统中的重要一环,对其设计与开发将大力减少人工工作量,提高银行客户营销管理效率,从而完善商业银行客户关系管理工作。本文首先分析了电子银行客户营销管理系统的应有架构和开发技术方法,然后分阶段介绍了系统具体的开发过程。该系统在开发过程中充分考虑实用性和科学性相结合的原则,采用快速原型法进行开发,建立系统逻辑模型,并针对该模型进行系统设计,包括客户管理、营销管理、客户服务和绩效考核四个模块等方面的设计,系统开发基于J2EE框架设计模式,以面向对象的设计方法,实现电子银行客户营销管理系统开发,在保证系统的高扩展性、安全性和灵活性同时,加快了开发的速度,提高了软件的可靠性,而且将数据挖掘中的决策树ID3算法运用到系统设计当中,提高客户营销成功率,为银行人员提供经营决策支持。本系统的设计与实现降低了客户营销管理工作的复杂度,显著提高银行客户营销的效率,降低营销成本,提高销售业绩,增强了商业银行的有效客户占有率与市场竞争力。
[Abstract]:In the vigorous development of the market economy today, banking financial institutions continue to increase, the financial industry increasingly fierce competition, the management mode of the city commercial bank as the representative of the regional banks to change the past to account for the center, is to take the customer as the center. The change of operating mode for the bank, the business is growing rapidly, the traditional artificial management has been unable to adapt to the new needs of business development. In order to help banks to effectively mining, classification, marketing, customer maintenance, electronic bank marketing management system as a customer relationship management system is an important part of its design and development will greatly reduce the manual workload, improve the efficiency of bank marketing management, so as to improve the commercial bank customer relationship management. This paper first analyzes the proper structure of customer marketing management system of electronic banking and technology development, and stages Introduces the development process of system. The system fully consider combining practical and scientific principles in the development process, developed by rapid prototyping method, system logic model, and the model for the system design, including customer management, marketing management, customer service design and performance assessment of four modules etc. the system development mode based on J2EE framework design, using object oriented design method, system development of marketing management of electronic banking customers, to ensure high system scalability, security and flexibility at the same time, speed up the development, improve the reliability of the software, and the data mining decision tree algorithm is applied to ID3 system design, improve the success rate of customer marketing management, provide decision support for the bank staff. The design and Realization of this system reduces the complexity of customer marketing management work, It can significantly improve the efficiency of the bank's customer marketing, reduce the marketing cost, improve the sales performance, and enhance the effective customer share and the market competitiveness of the commercial banks.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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