摘要
以商业银行为研究对象,对银行市场营销智能化技术应用进行了研究,建立面向客户数据仓库系统,收集客户数据。商业银行应从信息渠道方面确保数据收集,完善以客户为中心组织结构,保证信息畅通,使营销人员与决策部门及时准确传递信息,保证数据成功收集。商业银行改变大众营销细分思维,在市场细分中应用精准营销方法,将高价值客户识别出来,通过精准营销挖掘技术、数据分析,找准有价值目标客户。商业银行基于客户财务指标通过量化评估确定精准营销回报。商业银行在精准营销的帮助下能够迅速地把目标市场确定下来,针对最有价值客户特征进行分析,完成数据挖掘模型的构建并对预测潜在目标客户,掌握客户潜在需求信息,使营销总体效果得到较大幅度的提升。
This paper takes commercial banks as the research object,studies the application of bank marketing intelligent technology,establishes customer oriented data warehouse system,and collects customer data.Commercial banks should ensure data collection from the aspect of information channels,improve the customer-centric organizational structure,ensure smooth information,enable marketing personnel and decision-making departments to transmit information timely and accurately,and ensure successful data collection.Commercial banks change the thinking of mass marketing segmentation,apply precision marketing methods in market segmentation,identify high-value customers,and identify valuable target customers through precision marketing mining technology and data analysis.Commercial banks conduct quantitative evaluation of accurate marketing returns based on customer financial indicators.Precision marketing can help commercial banks to identify the target market,analyze the characteristics of the most valuable customers,establish a data mining model,predict potential target customers,obtain information about customers’potential needs,and improve the overall marketing effect.
作者
陈立群
CHEN Li-qun(Zhangzhou Institute of Science and Engineering,Zhangzhou 363000,Fujian,China)
出处
《贵阳学院学报（自然科学版）》
2023年第1期26-31,共6页
Journal of Guiyang University：Natural Sciences
关键词
智能化技术
市场营销
银行
精准
挖掘技术
Intelligent technology
Marketing management
Bank
Accuracy
Mining technology
