The Application Of Multi-source Information Fusion-Competitive Intelligence Methods In Banking Customer Information Integration

The quantity of information increases with the explosive exponential growth, many entrepreneurs has been recognized the potential value of the data, relying solely on traditional methods of competitive intelligence is difficult to manage massive data.Therefore, under the background of big data, scholars suggest using Multi-source information Fusion-competitive intelligence methods.The multi-source information fusion method can integrate different formats of information in multiple systems, making large amounts of data become more standardized, solving the problem of customer information scattered and data redundancy. After data integration, the combined data can bring great fortune, for example, analysts use the matrix method to make customer segmentation, then we can carry out the measures of the difference strategy.Methods in this paper, include literature method and case analysis method. Through literature method, this thesis makes a comparatively general arrangement on the application process of Multi-source information fusion method and Customer Matrix method.Multi-source information fusion method(information fusion) refers to a technology, integrate multiple source of information to obtain more complete, accurate and reliable intelligence reports. The workflow of Multi-source information fusion method is data acquisition, data processing, data recognition, and data consolidation, by screening repeated datas and preprocessing different structure datas.The customer contribution matrix is definite as a CI method, according to the contribution and contribution rate, divides target customers into several levels and carries out difference marketing strategy.The application process of Customer matrix method divides into three steps. The first one is the selection of customers information. The second step is computation two factor in model of customer matrix, the contribution and the contribution rate. The third is to classify the calculated results.Firstly this paper summarizes the methods of competitive intelligence both at home and abroad, with the development of the related theories, modern enterprises pay more attention to valuable competitive intelligence methods, many scholars put forward multi-source information fusion method in big data era.Secondly, in the theory section, customer matrix and multi-source information fusion method are introduced and combined in this paper, puting forward the application of the process.Finally, in case analysis, this paper shows the specific application in bank customer information integration, proves the practicability and feasibility of the combined methods. In this paper the multi-source information fusion method is used before the CI methods, making CI methods more flexible, also offerring some references to practices.The study tries to make contributions theoretically and practically in several ways. The contribution in the academic field is summarized two kinds of competitive intelligence methods.The contribution in practice lies on:Commercial banks use the fusion of multi-source information technology can improve the competitiveness, which has guiding significance in terms of building a uniform data platform.Realistic significance of this paper lies on:First, under circumstances of big data age, learning from the advantage of multi-source information fusion method provides a new method for intelligence analysts. Second, through the investigation of customer information integration, we found that customer information integration hasn’t put on the agenda, and doesn’t pay much attention to system construction. Consequently multi-source information fusion method plays a guiding role for the development of these banks. In the modern banking, "customer centered" is the business philosophy complete and accurate customer information is the basic work of the bank. Therefore, It is increasingly important and urgently that building a uniform data platform. Customer information will become the orientation and trend of competitive intelligence in financial institutions.