地方银行客户关系管理系统设计与实现

发布时间：2018-06-01 17:56

本文选题：数据挖掘 + 决策树　；参考：《天津大学》2016年硕士论文

【摘要】：随着国内经济体制改革的推进,越来越多的外资银行加入到中国市场中来,国内银行业的竞争愈来愈激烈,传统的以产品为中心的经营管理模式逐渐被以客户为中心的模式所取代。为了提升客户对银行服务的满意度,客户关系管理(Client Relation Management,CRM)正被越来越多的银行企业所关注。本文主要选取了某地方银行的CRM系统作为研究对象。首先明确了该银行在数据分析和处理方面存在的问题和不足,分析了该银行的客户现状,完成了系统整体架构的设计,确立了系统的主要功能模块。然后使用数据挖掘技术中的决策树算法,从信息技术和客户关系管理相结合的角度出发,将该银行的客户分为高价值客户、中价值客户、低价值客户三类,找出不同类型客户的行为特征,并依此对不同类别的客户制定相关的客户关系管理策略。最后完成了系统的部署,测试了客户识别、个性化推荐等功能,并提供有针对性的差异化个性服务。从测试的结果可以看出,基于数据挖掘技术的客户关系管理系统在客户价值细分、明确客户需求方面起到了非常重要的作用,为商业银行制定合理决策、提高工作效率、提升服务质量、科学分配资源提供了有力的支持。当然,整个系统还有一些有待提升的地方,如数据挖掘算法的效率还有待优化,系统的数据收集的时间过长,采用的数据挖掘技术过于单一等,这些问题都将在以后的升级版本中得到进一步的改进和完善。对银行的管理层和决策层而言,通过使用这套系统,可以降低客户关系管理的成本,提高银行客户关系管理的执行力;对具体的操作者来说,这样一套交互界面良好的现代化系统的实施,能够在短时间内获取到大量与客户相关的商业信息,可以大大提升工作效率,减少工作时间。
[Abstract]:With the development of domestic economic system reform, more and more foreign banks have joined the Chinese market, and the competition of domestic banks is becoming more and more fierce. The traditional product-centered management model is gradually replaced by the customer-centered mode. In order to enhance the customer's satisfaction with the bank service, CRM (customer Relation Management) is being paid more and more attention by the bank enterprises. This paper mainly selects the CRM system of a local bank as the research object. Firstly, the problems and shortcomings of the bank in data analysis and processing are clarified, the customer status of the bank is analyzed, the overall architecture of the system is designed, and the main functional modules of the system are established. Then using the decision tree algorithm in the data mining technology, from the angle of the combination of information technology and customer relationship management, the customers of the bank are divided into three categories: high value customer, middle value customer and low value customer. Identify the behavior characteristics of different types of customers, and develop customer relationship management strategies for different types of customers. Finally, the system is deployed, the functions of customer identification and personalized recommendation are tested, and the differentiated personality service is provided. From the test results, we can see that the customer relationship management system based on data mining technology plays a very important role in customer value segmentation and customer demand determination. Improve the quality of service, scientific allocation of resources to provide a strong support. Of course, there are still some things to be improved in the whole system, such as the efficiency of the data mining algorithm needs to be optimized, the data collection time of the system is too long, the data mining technology is too single, and so on. These issues will be further improved and improved in future updates. For the management and decision makers of the bank, by using this system, the cost of customer relationship management can be reduced and the execution of customer relationship management can be improved. Such a good interactive interface of the implementation of a modern system, in a short time to obtain a large number of customer related business information, can greatly improve work efficiency and reduce working time.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP311.52

【参考文献】