银行分析型CRM系统的设计与实现

发布时间：2018-09-07 14:24

【摘要】：随着国民经济飞速发展,银行的信息化水平与办公自动化程度也逐步提高,同时随着银行管理理念的发展,传统银行客户关系管理(CRM)方法已无法满足银行发展的基本需求。数据挖掘技术的发展可以很好地解决这个问题,通过数据挖掘技术可以对银行客户的数据信息进行深度的分析,发掘其潜在深处的信息与规律,把这些信息变为有用的信息,从而为银行内部的决策提供依据,辅助银行在市场竞争中取得优势。本文以湖南省某市农商银行作为研究载体,充分研究了国内外银行客户关系管理系统的发展现状,结合银行已有的业务数据,使用决策树技术、数据预处理等技术进行数据挖掘,重点阐述了决策树的生成过程。以挖掘结果为基础,联系银行的业务现状对客户关系管理系统进行了详细的需求分析,在保证其可扩展性与可维护性的基础下设计了一套客户关系管理系统,最后对该系统进行了实现并进行了功能测试。新系统可以对现有老客户的消费需求与消费习惯和进行充分挖掘,提高客户的满意度,进而达到提高客户忠诚度的目的,以此来使自己的客户基础更加牢固,此外可以适应复杂的银行信息系统环境,具备足够大的运算能力与较高的精确性,可以为银行的决策者提供出有参考价值的信息。该系统主要由客户信息查询模块、贡献度分析模块、分类营销模块、客户行为分析模块与报表分析模块这五个模块组成。实践证明,湖南省某市农村商业银行客户关系管理系统的实施在很大程度上提高了该行客户的依赖性与忠诚度,提高了银行的市场竞争力。
[Abstract]:With the rapid development of the national economy, the level of bank informatization and office automation has been gradually improved. With the development of the concept of bank management, the traditional bank customer relationship management (CRM) method can no longer meet the basic needs of bank development. The development of data mining technology can solve this problem very well. Through data mining technology, we can deeply analyze the data information of bank customers, discover its potential deep information and rules, and turn these information into useful information. Thus provides the basis for the bank internal decision, assists the bank to obtain the superiority in the market competition. In this paper, we take the Agricultural and Commercial Bank of a certain city of Hunan Province as the research carrier, fully study the current situation of the customer relationship management system of the banks at home and abroad, combine the existing business data of the banks, and use the decision tree technology. Data preprocessing techniques are used for data mining, and the process of decision tree generation is emphasized. On the basis of mining results, the customer relationship management system is analyzed in detail according to the current situation of bank business, and a set of customer relationship management system is designed on the basis of ensuring its expansibility and maintainability. Finally, the system is implemented and the function test is carried out. The new system can fully excavate the consumption demand and consumption habits of existing old customers, improve customer satisfaction, and then achieve the purpose of increasing customer loyalty, thereby making their customer base more solid. In addition, it can adapt to the complex banking information system environment, have enough computing ability and high accuracy, and can provide reference information for the bank decision makers. The system consists of five modules: customer information query module, contribution analysis module, classification marketing module, customer behavior analysis module and report analysis module. Practice has proved that the implementation of customer relationship management system of a rural commercial bank in Hunan Province has greatly improved the dependence and loyalty of the bank's customers and improved the market competitiveness of the 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

【参考文献】