基于数据挖掘的银行客户管理系统的设计与实现

发布时间：2018-03-29 14:35

本文选题：数据挖掘　切入点：客户管理　出处：《东北大学》2015年硕士论文

【摘要】：随着信息技术的不断进步,国内银行业已经开始逐步由原来的以资金为中心转变为以客户为中心的经营模式。客户资源已被列为企业盈利的重要因素之一,然而客户的信息是相对独立的,银行积累的客户数据信息无法有效的发现、挖掘有价值的信息。如何管理银行与客户的关系,在保持老客户的基础上扩展新客户,进而为银行提供科学管理决策,是当前我国银行业亟待解决的问题之一,同时也是近年银行管理人员研究的重点内容。数据挖掘技术恰好可以利用现代信息技术等手段,对客户数据进行分析归纳,从而有针对性地为客户提供产品或服务,以实现客户价值最大化和企业利益最大化之间的双赢,具有实际意义。本文采用理论与实践相结合的研究方式,在做了大量调研的基础上,分析了目前银行客户管理现状,阐明了利用数据挖掘技术解决客户管理的重要意义。本文以某银行客户信息数据为研究对象,选取数据挖掘中的聚类技术中的k-means算法和层次聚类算法,对客户的行为和产品销售等主题进行分析挖掘,并提出相应的营销策略,为银行决策提供参考,提升客户价值、增强客户满意度、提升企业竞争力的目标。
[Abstract]:With the continuous progress of information technology, the domestic banking industry has gradually changed from the original capital-centered business model to a customer-centric business model. Customer resources have been listed as one of the important factors of enterprise profitability. However, the customer information is relatively independent, the bank accumulated customer data information can not be effectively found, mining valuable information. How to manage the relationship between banks and customers, while maintaining the old customers on the basis of expanding new customers, Thus providing scientific management decision for banks is one of the urgent problems to be solved in China's banking industry. At the same time, it is also the key content of bank managers' research in recent years. Data mining technology can make use of modern information technology and other means. Analyze and summarize customer data, so as to provide customers with products or services in order to maximize customer value and maximize the benefits of enterprises. This paper adopts the research method of combining theory with practice, on the basis of doing a lot of research, analyzes the present situation of bank customer management. The importance of using data mining technology to solve customer management is expounded. In this paper, the k-means algorithm and hierarchical clustering algorithm of clustering technology in data mining are selected, taking the customer information data of a bank as the research object. This paper analyzes and excavates the subjects of customer behavior and product sales, and puts forward corresponding marketing strategies, which can provide reference for bank decision, enhance customer value, enhance customer satisfaction, and enhance the competitiveness of enterprises.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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