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| 论文编号： | 5793 | |
| 作者编号： | 2120112848 | |
| 上传时间： | 2013/12/4 19:04:05 | |
| 中文题目： | 数据仓库在商业银行客户营销中的应用研究 | |
| 英文题目： | Data Warehouse Application of Customer Market in Commercial Bank | |
| 指导老师： | 苏东海 | |
| 中文关键字： | 数据仓库 | |
| 英文关键字： | Data Warehouse | |
| 中文摘要： | 随着计算机技术的发展，大数据、云计算、数据仓库和商业智能等IT前沿词汇频繁出现于各类媒体。同时，随着社交网络、物联网和电子商务的蓬勃发展，数据仓库技术已经实现将客户的信息数字化、可视化，这使得商业银行管理者的决策不能再凭经验和直觉，必须要有更为确凿的依据。本文介绍了大数据时代背景下，数据仓库技术的发展历程及应用情况，对数据仓库的概念进行了综述，介绍了企业级数据仓库(EDW)在商业银行中的管理体系架构，并阐明了数据仓库的在商业银行中的应用目标和应用领域。详细分析了客户营销系统模型的需求，阐述了客户营销系统的管理模式、分类及功能。本文以模型设计开发流程为主线，重点介绍了商业银行客户营销系统模型的宏观设计，引出了数据仓库应用模型的设计原则和依据，阐述了客户营销模型的技术、逻辑、业务架构，并详细讨论了商业银行客户营销系统模型的微观设计。本文基于企业级数据仓库EDW的商业银行客户营销应用模型，将客户关系管理与数据挖掘技术有机结合，以应对日趋激烈的商业银行同业市场竞争，满足客户多产品、高服务、低收费的实际需求。通过对客户的有效识别和分层，以不同优惠为契机，按照客户等级为客户提供全方位综合性金融服务，提高客户与商业银行产品的挂钩程度，增强客户的粘合度和贡献度。本文最后通过系统的实际应用效果，印证了数据仓库在商业银行客户营销系统模型中的成功应用，这对于国内商业银行的数据仓库应用建设有着很好的参考价值。 | |
| 英文摘要： | With the rapid developing of IT, Big data, cloud computering, data warehouse, Business Intelligence are always published on all kinds of Media. At the same time, data warehouse has already made the information of custom digital and visual with the development of social networks epc networks and e-business. The decision of the manager of commercial bank must depend on objective evidence instead of experience and intuiton. This article introduced the development and application of data warehouse in the time of big data, introduced the concept of data warehouse and the architecture of EDW in commercial bank. It summarized the aim and field of application of data warehouse in commercial bank. It introduced the requirement of the customer marketing system model and explained the management calssification and function of customer marketing system. The principle line of this text is how to design and develop this model, introduced the macroscopical design principle and basis of customer marketing system. It summarized the technical logical and business architecture of the model, and detailed discussed the microcosmic of customer marketing system. This article introduced the model of customer marketing system in commercial bank. It combinated the custom relation and the data warehouse, in order to handle the competition among the commercial bank. It can fully satisfy the actual demand of custom just like multiproduct high-level-service and low-price etc. This model can provide different perferential terms depend on different class custom. It improve customer profitability and bondability. At the last, it summarized the application effect of customer marketing system. It’s extremely useful to the other application of data warehouse in commercial bank. | |
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