基于大数据的某银行CRM系统的设计与实现

发布时间：2018-07-05 18:35

本文选题：CRM系统 + 大数据技术　；参考：《天津大学》2016年硕士论文

【摘要】：随着银行经营理念由“产品”、“市场”为中心向以“客户”为中心的转变,收集客户信息、分析客户数据、满足客户已有需求、引导客户潜在需求、规避客户风险成为银行提高运营效率和提升业绩的有效手段和必由路径。CRM(Customer Relationship Management)系统,即客户关系管理系统,以其综合全面的数据整合分析成为银行进行业务决策必不可少的辅助手段。同时,在互联网经济时代,大数据处理技术革新带来的技术和业务创新必然会引导CRM系统在数据收集、处理、分析等多个维度进行革新。本课题以河南某商业银行CRM系统为原型,通过对现有的功能模块进行深入浅出分析,将部分可优化模块进行功能拆解和重组,结合Hadoop、数据挖掘等大数据处理技术在数据的收集部分加强对非关系型数据的收集,在数据处理部分借助分布式加工提高效率。同时,增强核心模块客户行为分析模块的分析策略,通过多数据整合和整理进行客户身份识别,再结合客户分群、客户特征等开展挖掘分析,进行定向营销和跨界营销,同时优化业务流程并获取潜在客户,从而实现一套基于大数据处理技术的新型CRM系统,旨在提高银行业务盈利率和客户满意度。
[Abstract]:With the transformation from "product" and "market" to "customer", the bank's business philosophy is changing from "product" to "customer", collecting customer information, analyzing customer data, satisfying customer's existing demand and guiding customer's potential demand. Avoiding customer risk has become an effective means for banks to improve operational efficiency and performance, and customer relationship Management (CRM) system, which is called customer relationship Management system (CRM), is a necessary way for banks to improve their operational efficiency and performance. With its comprehensive and comprehensive data integration analysis, it becomes the necessary auxiliary means for banks to make business decisions. At the same time, in the era of Internet economy, the technological and business innovation brought about by the technological innovation of big data processing will inevitably lead to the innovation of big data system in many dimensions, such as data collection, processing, analysis and so on. This subject takes the CRM system of a commercial bank in Henan province as the prototype, through analyzing the existing function modules, it disassembles and recombines some of the optimized modules. Combined with big data processing techniques such as Hadoop and data mining, the collection of non-relational data is strengthened in the part of data collection, and the efficiency of distributed processing is improved in the part of data processing. At the same time, enhance the analysis strategy of the core module customer behavior analysis module, through the multi-data integration and collation to carry out customer identity identification, and then combine customer clustering, customer characteristics and other mining analysis, and carry out targeted marketing and cross-border marketing. At the same time, it optimizes the business process and acquires the potential customers, so as to realize a new big data system based on big data processing technology, which aims to improve the profit rate and customer satisfaction of bank business.
【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】：TP311.13

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