联系我们

论文查询结果	返回搜索

论文编号：	7986
作者编号：	2120132783
上传时间：	2015/12/9 16:11:57
中文题目：	大数据在中信银行客户关系管理中的应用研究
英文题目：	Research on the application of Big Data in Customer Relationship Management of China CITIC Bank
指导老师：	林润辉
中文关键字：	客户关系管理；大数据；中信银行
英文关键字：	Customer Relationship Management, Big Data, CITIC Bank
中文摘要：	“以客户为中心”已经成为各行各业高度认可的营销理论，在典型的服务行业——银行业更是如此。中信银行作为国内规模较大的股份制商业银行，也在不遗余力的完善自己的客户关系管理（CRM）系统，2015年上线了全新的CRM系统。但是作为一家有着浓厚对公业务背景的商业银行，中信银行对于综合化、一体化的零售银行业务仍然处于探索、转型阶段，对于零售银行业务的核心——客户关系管理的系统建设和实际运用，仍然处于较低水平。 另一方面，近几年兴起的大数据技术，以其强大的信息处理能力，成为CRM系统的天然工具，为CRM系统的发展展现了崭新的未来。商业银行本身拥有海量数据，但大量数据的价值并未得到充分利用。若能以大数据理念，辅以强大的数据挖掘工具，实现更精准的客户定位、更可靠的客户信息视图，将会实现更有效的客户经营。 大数据技术以4V数据为基础，辅以强大的数据挖掘工具，最终获得有价值的数据信息。而商业银行现阶段对于客户信息的梳理和筛选能力严重不足，但却有着规模巨大的基础数据未加以充分利用，因此，商业银行通过引入大数据技术理念，对自身海量数据加以进一步的价值挖掘，实现更完备的客户信息视图、更灵活强大的客户分类和客户定位、更灵敏的自动化客户交互，从而实现一个从数据层面到应用层面均“以客户为中心”的客户关系管理系统，将是商业银行CRM系统建设的必然趋势，中信银行也正依循这一趋势建设CRM系统，本文即试图寻找中信银行CRM系统建设与大数据技术的应用结合点，并对具体实现做出实验性探索，展望中信银行CRM系统和与大数据技术结合的应用前景，发现中信银行在零售银行业务领域赶超业内先进的机会。
英文摘要：	"Take the customer as the center" has become a highly recognized marketing theory, in the typical service industry, the banking industry is so. CITIC Bank, as a large domestic joint-stock commercial banks, has spared no effort to improve their customer relationship management (CRM) system, in 2015 on the line a new CRM system. On the other hand, in recent years, the rise of big data technology, with its powerful information processing capabilities, as a natural tool for the CRM system, CRM system for the development of a new future. Commercial banks themselves have vast amounts of data, but the value of a large amount of data has not been fully utilized. With big data concept, with powerful data mining tools to achieve more accurate customer positioning, more reliable customer information view, will achieve more effective customer management. This paper tries to analyze the present situation and development trend of CRM system in China. Through the analysis of the advantages of big data technology, the application prospect of the CRM system and the technical realization of large data technology are analyzed in this paper. Big data technology based on 4V data, with powerful data mining tools, and ultimately the value of data information. While commercial banks at this stage for customer information sorting and screening a serious shortage of capacity, but it has a huge data base to not be fully utilized, therefore, commercial banks by introducing the concept of big data technology, for its massive data further realize the value of mining, a more complete view of customer information, more flexible and powerful customers classification and customer orientation, the more sensitive the automation of customer interaction, so as to realize a customer relationship management system from data level to the application level of "customer-centric", will be the inevitable trend of the construction of commercial banks CRM system, CITIC Bank also follow this trend of the construction of CRM system, this paper is trying to find the application of CITIC Bank CRM system construction and big data technology combination, and make experimental exploration on implementation.
查看全文：	预览  下载(下载需要进行登录)