The Application Research Of Data Mining In Customer Relationship Management Of Bank

As the Internet finance everywhere, China’s entity financial institutions feel tremendous pressure,strive for high-value customers become an essential means of financial institutions, it is the most important purpose of customer relationship management.Commercial banks as an important part of the financial industry, it has a wide range of businesses and many customers.These features provide a unique resource advantage for customer relationship management,but for a large number of customer data, the traditional analysis method is difficult to draw a targeted conclusion,and data mining provides technical support for the analysis of massive data.Customer relationship management is a centralized management of enterprise internal customer resources, in order to achieve the internal sharing of customer resources, and constantly improve the value of individual customers, and ultimately realize the excess profits of enterprises.The CRM based on data mining is the bank using the data mining technology, to customers implicit information analysis and mining, in order to achieve the accurate classification of customer,provide support for the decision-making of commercial banks.This paper starts from two aspects of theory and empirical research, based on the theory of customer relationship management and data mining, and combines the two theories to analyze the commercial bank’s customer types.Firstly, this paper introduces the background of the topic and the research significance,respectively expounds the research status of data mining at home and abroad,as well as our research of CRM,and discusses the customer relationship management and data mining theory,for follow-up work to lay a solid foundation.Secondly, we analyze the data mining neural networks, genetic algorithms and decision tree method,compared the advantages and disadvantages of the three methods, and explained the practical application fields of them.Chosen from two angles of theory and practice,chose the decision Tree as empirical method of the paper.Make the 1696 loan customer data of A bank as the main research object,analysis of the loan customers whether will be early repayment.The conclusion shows:In this paper,the consumer loan customers do not usually choose prepayment,and the production loan customers usually choose early repayment,and these people is about 40% of the total number.So divided all customers into seven types,for consumption characteristics and product preferences of each type of customer,this paper proposed different CRM management strategies.Finally, based on the conclusion of the paper, from the perspective of banks,put forward the differented way of marketing and customer relationship maintenance,and extend this idea to the development of products and services.When customers appear, accurately determine the types of customers,timely adjust to marketing strategy, identify high-value customer characteristics, different value customers have differentiated management.In customer retention process, as far as possible to reduce maintenance cost, improve maintain cost performance, increase new media promotion proportion, reduce labor costs, as far as possible to use of customer favorite way to maintain, improve customer satisfaction.The development of all types of bank financial products and services, but also to customer preference oriented, to ascertain the needs of customers, to avoid "behind closed doors", take the initiative to adapt to changes in customer needs, enhance customer stickiness.At the same time, it also from these three aspects:strictly control the quality of data, select the reasonable algorithm and rational treatment conclusion,put forward a few suggestions about application of data mining tools.