Research On The Acquisition Of Potential Customers Of A Bank Based On Data Mining

In the face of China’s economic and financial changes also show a new development trend, the bank management is undergoing profound changes, the business model is more diversified. Customers are the cornerstone of the development of banking business. Practice shows that who owns the customer, who owns the market and the future, there is no stable core customer base, banking business development will be difficult. With the bank product homogeneity, the impact of financial disintermediation, banking development pressure larger, the arduous tasks of reform and benefits of the slow growth of the outstanding problems facing. And under the background of the social network, data mining the development of increasingly sophisticated, but application in Commercial Bank of our country starts late, banks after years of information system construction, has accumulated a large amounts of data, great value contained in the data is far from being fully. Therefore, it is necessary to further study the application of data mining technology in bank customer acquisition, to effectively explore potential customers, promote business development. In this paper, A bank as the research object, and actively explore suitable for A bank customers to expand the road, effectively enhance the ability to obtain potential customers, promote business development, improve the level of fine management.This paper mainly adopts methods of literature research, qualitative analysis and empirical analysis, in summing up the results of previous studies based on, the first analysis of the related theory of customer relationship management, this thesis explores the definition, technology and methods of data mining for data mining in the banking application and bank customers access to research deeply. Through the analysis of a bank’s customer relations situation, access to the potential customer marketing strategy, access to ways and process are analyzed, reveals the bank customer acquisition problems existing in the process of, and the reasons were analyzed. Then, the paper introduces the design of the potential customer acquisition model based on data mining, introduces the social network analysis method, through a series of modeling process, and finally generates the potential customer acquisition model. Finally, through the application evaluation of the potential customer model of A bank, this paper gives the improvement direction of the model, in order to enhance the ability of bank customer acquisition, and thus promote the whole enterprise to a new level.The innovation of this paper is mainly reflected in: first, to A bank as the research object, research with industry characteristics and applicability; second, the design of the A bank’s potential customer access model, and put forward effective measures. Through in-depth analysis of key cases, the system to study how to effectively revitalize the bank data. It is closely related to the potential customer acquisition model in the field of application, data quality, data analysis team and model promotion of A bank’s potential customers, which is the follow-up research direction of this research.