The Design And Implementation Of The Customer Relationship Management System Of Bank Based On Recommendation Engine

In the information age, with the deepening of the reform of market economy, domestic banks gradually shift to modern enterprises, but its strong features of buyer’s market is still very obvious, which is of no service in this stage, not to mention the marketing promotion. Financial capital opening to foreign and private capital will be the trend, therefore, competition of taking market and customer resource will be further extended from the depth and breadth. Currently there exists many problems in the implementation of CRM in banking, including too much emphasis on technology, ignoring the change of design concept, the one-sided emphasizing on high quality customers and strive for new customers, ignoring the ordinary customers and stock, various quality of customer manager, and so on.In view of defects of domestic bank marketing management system mentioned above, this dissertation developed a banking customer relationship management system based on recommendation engines. The system is based on SSH framework technology, with the combination of the highly intelligent products recommended service as the core. It combines artificial intelligence and data mining areas and the depth of integration in financial investment, proposes the innovative concept such as "wise marketing","customer map", which takes collaborative filtering and social recommendation algorithm as the core. On the other hand, taking actual business data of banks for the source,, providing marketing solutions for customers based on a recommendation engine and system certification, which enables banks to mine potential customers and improve the quality of banks to provide customers with personalized service.Response to the trend of financial informatization, this system has realized the integration of product information to provide specific guidance for the sales staff and customers. It can reduce workload of bank marketing personnel, provide decision-making basis for scientifically, continuously develop potential bank market and promote the competitiveness of the bank.