| With the continuous maturity of China’s housing transaction market,bank housing loan customers have higher and higher requirements for personalized products and services.In the increasingly fierce competition among many banks,many problems have been exposed in the traditional bank customer marketing methods,and marketing strategies need to be updated and improved.Therefore,how to accurately grasp the behavior characteristics of bank housing loan customers,carry out accurate housing loan marketing,and improve the effect of bank housing loan marketing,is the bank housing loan marketing must be considered.China And Germany Housing Savings Bank Corporation is the only professional bank focusing on housing savings in China.In order to improve the pertinence and effectiveness of housing loan marketing,it is particularly important to study the customer precision marketing of China and Germany Housing Savings Bank Corporation.Based on the internal business operation data of China and Germany Housing Savings Bank from March 2021 to May 2021,this study randomly selects 5,000 samples from the bank’s historical marketing customers for empirical analysis.The concept of parameters involved in the data sample is explained theoretically,and the data sample is cleaned and processed.First of all,detailed descriptive statistics of statistical features are carried out,and then the models are modeled by logistic regression algorithm,decision tree algorithm and random forest algorithm in ensemble learning to predict the success of customer marketing based on customer characteristics,and evaluate the effect of these models in solving this research topic.Through the results of the study found that income,credit card monthly consumption amount,education level,family population,whether has the securities account,whether to have a bank account is the important factors that affect the loan marketing success;Age,working years,mortgage balance,whether to have the bank on the net and have a credit card and loan relationship marketing success is lesser,in terms of success is the ability to distinguish the customer marketing is relatively weak.Based on the analysis put forward the following Suggestions:one is the priority focus on the customer the following data;The second is in the marketing strategy,pay attention to precision marketing;3 it is of importance to the customer focus. |
