辽宁建行基于数据挖掘的电子银行业务分析与对策研究

发布时间：2018-07-15 19:21

【摘要】：随着金融全球化、互联网信息技术的迅猛发展，银行业传统的柜面客户服务模式已无法适应当今社会金融服务要求，追寻高效、快捷、低成本、全天候的服务模式已成为现代银行业势在必行的发展趋势。在这种发展趋势下，电子银行以其降低金融服务成本、业务操作简单、方便、快捷、客户服务无时间限制等特点逐步取代传统柜面服务模式成为现代商业银行重要的客户服务渠道，是现代商业银行各项市场业务的重要支点，是商业银行实现战略转型的重要举措。十二五规划提出银行业泛在、跨界、智慧的发展方向后，我国的电子银行业务取得了飞速的发展，客户数量迅猛，电子银行业务逐步融入客户生活、工作的每一个场景。虽然我国电子银行业务获得了飞速发展，但我国电子银行业务相对于欧美国家仍存在互联网环境局限、客户普及度不高、难以创造商业价值等问题。除此之外，我国电子银行还存在以市场覆盖度较低、产品功能相似、缺乏鲜明特色、客户使用率不高等问题。所以总体来看，我国电子银行业务仍处于成长过程，发展空间巨大等特点。辽宁建行电子银行发展模式就是我国大部分商业银行发展的一个缩影，发展中同样存在上述问题。本文通过介绍数据挖掘的理论和技术，，全面分析辽宁建行电子银行发展的内外部环境，结合辽宁建行营销现状，提出辽宁建行在电子银行发展过程中出现的问题并通过数据分析解决我行电子银行业务发展实际问题。最后，结合辽宁建行业务发展中的真实数据制定今后业务开展的营销及业务发展策略。
[Abstract]:With the rapid development of financial globalization and Internet information technology, the traditional banking customer service mode has been unable to adapt to the requirements of social financial services, seeking efficiency, speed and low cost. The all-weather service mode has become the development trend of the modern banking industry. In this development trend, electronic banking reduces the cost of financial services, and its operation is simple, convenient and fast. The characteristics of customer service without time limit gradually replace the traditional cabinet service mode as an important customer service channel of modern commercial banks, and are the important fulcrum of various market operations of modern commercial banks. It is an important measure for commercial banks to realize strategic transformation. After the 12th Five-Year Plan put forward the development direction of banking industry, the electronic banking business of our country has made rapid development, the number of customers is swift and violent, the electronic banking business gradually integrates into the customer life, each scene of work. Although the electronic banking business of our country has been developed rapidly, there are still some problems such as the limitation of Internet environment, the low popularity of customers and the difficulty of creating commercial value in China's electronic banking business compared with the European and American countries. In addition, there are still some problems such as low market coverage, similar product functions, lack of distinctive characteristics, low customer utilization rate and so on. So overall, our country's electronic banking business is still in the growth process, huge space for development and other characteristics. The development model of Liaoning Construction Bank Electronic Bank is a microcosm of the development of most commercial banks in China. By introducing the theory and technology of data mining, this paper comprehensively analyzes the internal and external environment of the development of Liaoning Construction Bank Electronic Bank, and combines with the marketing situation of Liaoning Construction Bank. The problems of Liaoning Construction Bank in the development of electronic banking are put forward and the practical problems of the development of electronic banking are solved through data analysis. Finally, combining with the real data of Liaoning Construction Bank's business development, the marketing and business development strategy for future business development is formulated.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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