The Design And Implementation Of The Customer Marketing Management System

This main work of this paper is to establish a corporate customer marketing management system,supporting commercial bank customer manager to carry out marketing work.This system is divided into 3 modules.Customer insight module shows all kinds of information of corporate customers,which can help customer manager to understand their customer better.Marketing management module can help commercial banks to manage the marketing process better.The role of the system management module is to manage the role and user used in this system.The global economic and financial integration and a new wave of technological revolution have brought new opportunities and challenges for the commercial banks.Jiang Jianqing,who is the chairman of ICBC,puts forward the strategic goal to build the information bank,through centralized operations,system integration,information sharing and data mining,and then realize the real valuation of information.In addition,he want to promote the qualitative change of bank management,which cannot be copied by other core competitors.Based on the above background,the purpose of this study is to complete the requirement analysis and framework construction of the marketing management system of the corporate customer in the commercial bank on the basis of various types of bank data.To a certain extent,the study fills the gap of the marketing management research of corporate clients,and provides theoretical support and reference for the systematic construction in practice.It is of theoretical and practical significance.The main contents are as follows:(1)From many aspects,we deepen the knowledge of data mining and customer relationship management,analysis and pointed out that data mining can play a key role in the commercial bank corporate customer relationship management,including the subdivision of corporate customers,the maintenance of corporate customers,the promotion of corporate customers,the potential mining of corporate customers,and even risk assessment and prevention of fraud of corporate customers.(2)Present the target of commercial bank corporate customer relationship management system,i.e.,the system should has unified customer view,unified platform,unified tools for analysis and management,and should meet the requirements of personalized statement query,customer segmentation,index analysis and customer optimization.What’s more,the study elaborates the functional requirement of the system,including three main modules,i.e.,customer view,marketing management,system management.(3)Based on the demand analysis,the study presents the framework of the system,including the overall architecture and the process design of the main modules.Combined with data mining methods,the study demonstrates the design of customer’s capital flow and customer’s relation analysis sub-modules by detail.(4)Finally,the study discusses the supporting measures of the system establishment from six aspects,including the long-term perspective,the sufficient investigation,support from senior level,organizational support,personnel training and the data quality,in order to enhance the feasibility of the system.