The Design And Realization Of Customer Marketing Management System For Electronic Banking

In today's blooming market economy, competition in financial industry is becoming more and more intensive because of the increasing number of Banking and Financial Institutions. Municipal commercial bank as the representative of the regional bank is changing its business m odel of focusing on accounts to focusing on customers. The increasing volume of businesses has made the traditional manual management mode unsuitable for the need of developing new businesses for banks. In order to reduce manual work and improve marketing management efficiency of bank customers, researches and designs should be made on electronic bank customer marketing management system which is a very important part in customer relationship management. By doing that, it can help the banks not only to deal with the relations of customers like evacuation, classification, marketing and maintenance but also to perfect the management work of customer relations in commercial banks.The needed framework and developing techniques of electronic bank customer marketing management system are first analyzed in this paper. Then, detailed developing process is introduced from different phases. Practical and technological factors are fully considered during developing the system. Rapid prototyping method and system logical model establishment are adopted to develop this system. Systematical designs are also made to the model including customer management, marketing management, customer service and performance assessment. The developing of the system is based on the design model of J2 EE frame. By adopting a design method of object-oriented, it makes the developing of customer marketing management system feasible, which insures high extension, reliability, security and flexibility of the system and meanwhile accelerates the developing speed. Furthermore, the usage of data mining and decision tree ID3 algorithm in the system improves the success rate of customer marketing, which can offer a support to operating decisions of bank staff members.The complexity of customer marketing management is lowered by designing and developing this system. Goals that include improving efficiency of bank customer management, reducing marketing cost, improving sales performance and enhancing effective customer share and market completion can be also reached through this system.