Design And Implementation Of User Portrait System Based On Bank Client Data Analysis

With the continuously deepened digital transformation of finance in China,the banking business has also gradually transformed from traditional business models to digital business models.Under such circumstance,how to make full use of data and give full play to the value of data in the midst of transformation,how to continuously optimize customer relationships,and how to retain customers faced with the economic downturn have become important issues remaining to be studied.This research takes the credit card center of a provincial branch of a bank,a provincial-level credit card center belonging to market line department,as the research object,which has some advantages in independent development and system construction.In order to optimize the customer management of the credit card center,this research will take the Customer Relationship Management(CRM)system of the credit card center as an example to carry out the analysis and study from the requirement analysis of the system to the final implementation of the system,with the focus on the following aspects.The first is to study data mining technology and relevant algorithms.This research will conduct the study and analysis of various business system data existing in the provincial branch,and realize such functions as classification of customers and customer behavior prediction by means of data mining technology and the algorithms of Bayesian,K-means and so on.The second is to collect business data in a reverse direction through various tools of Hadoop database of the head office of the bank,and import the data as well as other peripheral system data into local Oracle database used for CRM analysis,after which the mining algorithm can be realized through ETL process with Java language,thereby realizing data visualization and system interaction function based on B/S architecture.The third is about the introduction of various links amid the construction of the customer relationship management system such as the demand investigation,system design,development coding and system testing.The testing mentioned above is carried out based on the three major modules of the system,including respective testing of the basic data layer,business logic layer,and visual interaction layer with different focuses.The testing results basically live up to the expectations.The deficiencies of this research are introduced in the last chapter of the paper,which need to be further optimized and improved.The objective of this research is of certain practical significance.As of now,various major banks in China have been determined to optimize the credit card business process,shorten the process,and enrich the products.Faced with the continuously enhanced competitiveness of the peer products,the bank credit card center mentioned in this research expects to establish a CRM system suitable for the center,in a bid to enhance customer viscosity and provide different products,services and policy basis for different customers,thereby maintaining or even increasing the business of the credit card center.