Based On Data Mining Technology Of Commercial Bank Service Channel Optimization Strategy Research

With the rapid development of China’s financial industry, the increasingly fierce competition among commercial banks, in the case of a variety of business, increasing homogenization of products, convenient banking services gradually become one of the important factors for customers choosing a bank. In recent years, spawned by the development of information technology and network technology and e-commerce applications quickly and universal, in the combination of e-commerce and traditional banking self-service banking, online banking, telephone banking, mobile banking, TV banking and other emerging self-service channels. These emerging banking service channels compared with traditional banking service channels, more advantages:low cost, lack of time, space constraints, service differentiation, innovation advantage as well as the scale and scope of economic advantages. Therefore, how to use e-commerce technology to optimize the bank’s service channels to reduce the excessive use of counter channels to ease network queues, play a variety of service channels for maximum performance, enhance the quality of banking services, thereby enhancing the satisfaction of the customers for banking services and loyalty to become one of the commercial banks to focus on the problem.This article taken abstraction from reality to the theoretical model, and then mapped to the actual program of research ideas, and the use of management, marketing, commercial banks theory of operation and other aspects of theoretical knowledge, combined with the actual customer transaction data analysis to arrive at the banking channels optimization proposals.The article first introduces the current situation of the domestic commercial banks service channels, to these channels existing problems, as well as the purpose and significance of the service channel optimization. Second, review the literature, and thus lay the theoretical foundation for the follow-up study. Leads to the current situation of the domestic commercial banking business type and service channels through the theory of financial marketing channels, as well as the types of business and the relationship of the channel selection; through the STP market segmentation theory of the commercial banks are facing the target customer segmentation, depending on the target customer heterogeneity, combined with channel choice theory to analyze the feasibility of multi-channel marketing strategy, marketing strategy combination in the bank channel optimization; through the analysis of a commercial bank in2012part of the individual customers in all service channels transaction details, the use of data mining theory and association rule mining method to analyze these data, modeling, using WEKA software, using the Apriori algorithm for association rules, in order to verify the analysis of problems for banking services channels. Again, the results obtained in the above analysis, combined with multi-channel business strategy proposed in this article for commercial banks in the outcome of the case of foreign banks, the implementation of multi-channel business strategy, business diversion feasibility and proposals, so as to achieve the objectives of the service channel optimization complement each other to form a multi-channel system of channels and common development.