| With China's entry into WTO, Chinese banking industry is facing an enormous challenge. Influential foreign banks will land domestically in near future. This is an inevitable trend of the economic globalization process as well as a test that Chinese Bank industry has to take. If our commercial banks want to be in the best place in the competition, they must seize more customers by marketing activities and gain as many loyal customers as possible. The premise of the customer loyalty is the customer's satisfaction. However, how to make best use of the modern technique of Data Mining, how to analyze the factors that affect the customer satisfaction in the commercial bank financial business individual administration, how to enhance customer satisfaction, these are the core issues in our Chinese commercial banks' marketing strategy.On the other hand, with the development of the technique of Data Mining, most of banks abroad use the technique into management and decision making in all aspects in order to acquire useful information from huge data. The technique of Data Mining has become the key technique that foreign capital banks win customers in vigorous market competition. But in domestic bank industry, it becomes "the data explodes, but the knowledge is in short", because each big bank is under the way of the data concentration, and most of decisions are still primarily dependable on experience. Hence it exits very big risk that we tend to neglect.This text indicates the application of Data Mining through the process of establishing commercial bank' CS model. I hope it will help our domestic commercial banks in using the technique of Data Mining. Particularly it can be used in marketing strategy in commercial bank financial business individual administration and establishing their own marketing activity.This text is divided into five chapters:Chapter 1 is the overall introduction part, expatiating the research background, purpose, and structure. |
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