The Research And Application Of ACRM In Commercial Bank Based On Data Warehouse

After China entry WTO, local banks are facing fierce competition from foreign banks. In order to build up competitive advantage, a commercial bank must change traditional development and business strategy to develop potential customers thru various channels, continuously and actively understand customer requirements, accumulate experience, improve customer relationship, and raise customer satisfaction. In the era of market saturation, severe competition and serious homogenization of the products, customers become the key element of commercial bank continuous growth, winning customers is winning market. This leads commercial banks strategy change from "product centric" to "customer centric" . How to implement "customer centric" CRM solution becomes a research hot topic of commercial banks.In this Dissertation, we made deep and wide research on Data warehouse-based ACRM solution, detail introduction of application architecture and solution of DW-based ACRM for commercial banks. Furthermore, we introduced the methodology to build up close-loop campaign thru studying ACRM implementation cases. This paper's main contents are:1. Deeply analyzing and researching the key technology of commercial banks CRM, for example, the challenges of financial industry, the theory and business value of CRM, the technology of data integration, CRM application cases study.2. Proposing DW-based CRM architecture and solution for commercial banks. In this paper, we discussed the development path of DW, the basic functions of ACRM, the concept of ACRM data model, the relation between ACRM and DW, the application solution of ACRM.3. Realizing DW-based ACRM prototype thru research on customer value analyse, customer life cycle analyse, period analyse of communication and transaction with banks, cross selling opportunities in mixed business operation, event-based marketing, ROI measurement of campaigns .