Data Mining In Customer Relationship Management Of Commercial Bank Application Research

With the intensified market competition of domestic and foreign banks,operation mode of personal business of domestic banks gradually turn to International advanced model with taking the customer as the center,taking the data as the center and the information as the foundation.CRM has become the premise and foundation of the scientific management model.At present,CRM method of China's Bank still is traditional statistical method based on experience,and it can't meet the needs of complex analysis of business development.With the development of data mining technology in the application of personal customer management,it is very important and urgent to use data mining technology to carry out targeted customer segmentation.The focus of this paper is how to classify the data mining technology to identify the specific customers in CRM.First of all,the paper introduces the background and significance of the study,the current situation of domestic and foreign research and the future development trend of customer relationship management.Secondly,the theory of customer relationship management is described in detail,including the basic concept of customer relationship management,the basic process of customer relationship management,and the classification and recognition of customer relationship management.Then paper introduces the basic theory of data mining technology and application.With the bank user attributes,the paper uses neural network to recognize bank's core users and uses Naive Bayesian algorithm to identify potential credit card users.Finally,this paper constructs a customer relationship management system based on the proposed data mining algorithm,and gives the outline design and detailed design of the system.In the conclusion of this paper,the background of the problem is discussed,the research work and the main conclusions are summarized,and the future research direction is discussed.A CRM based data mining model is established,and the validity of the model is verified by customer data of a foreign bank.The results have certain guiding significance and application value for improving the level of CRM in China's banks.