Research On The Marketing-management Integration Of Retail Bank Business Based On Data Mining

Along with the increase of residents’ wealth and the enhancement of residents’ personal financialservices requirement, the importance of the bank retail business becomes the second to non. How to graspthe customer information, to excavate the client resources and to provide customers with comprehensiveand thoughtful service, became the focus of the Bank Research. Accessing information is derived from thedata support, and conducting business is inseparable with system support. After our retail bankingachieving data centralization, the data warehouse is building steadily over the years, and the basic datacovers various business lines, and developed a large number of targeted information systems according todifferent business demand. but these data interfaces and systems are fragmented, unable to effectivelyutilize existing information resources for cross-marketing, can not be called a complete marketing system.In this background, this treatise take Industrial and Commercial Bank of China as example andmainly research a relatively complete data mining based retail business marketing system. The article firstbuild a " integrated marketing management system for retail banking ", the management system is dividedinto three sub-systems, which are product marketing, customer management and marketing staffevaluation. The product marketing is divided into public-private and private-private linkage subsystems, thecustomer management is divided into before, during, and afterwards management subsystems, andmarketing staff evaluation includes contracts, audits and position management. This system containscustomer resources, customer data analysis, customer segmentation maintenance, customer marketingsupport, performance evaluation management, staff positions and performance fulfillment and etc. Thosewhich are decentralized, self-contained modules will be thorough combined and effectively integrated,and will be attributed to different subsystems. Secondly, this article selected three models for data miningpractice, which are " personal precision online banking for VIP customers "," comprehensive creditmeasurement for individual customers " and " high-end customers unmaintained personal informationquery ". By comparing the situation which the date before and after mining, it proved that the importance ofdata to business should not be underestimated. Through data collection, data sharing and data integration,systems combine the feedback structure is feasible. Finally, this article pointed out that the successfulimplementation of the system includes three key factors: data quality, staff quality and management reformand the corresponding countermeasures and suggestions.The retail banking integrated marketing management system which based on Data Mining is aforward-looking plan,and is in line with the actual situation of Industrial and Commercial Bank of Chinaand the development requirements, in the subsequent application may increase or decrease based on theactual subsystem in order to play a greater effect.