Research On Traditional Bank's Customer Management Strategy In The Era Of Big Data

Following the cloud computing and Internet of things, the IT industry ushered a great technological change again——the big data technology. Because of its deep influence, wide range, the modern age, also known as the big data age. The advent of the era of big data has given rise to huge amounts of data of the development of the financial sector, among them, the rich customer data to be the key of the bank for the market. Banks have already reached a consensus —— Banks will focus on the data as the core competitiveness in the future.With the rapid development of information technology,Internet finance,financial representative of big data, with the vigorous development of the situation, continues to promote the China financial reform. This emerging financial forms, and further promote the financial disintermediation, interest rate liberalization, the banking industry for the survival of the financial environment has undergone tremendous changes. Banks face unprecedented challenges, reform and restructuring is imminent. But the big data era, provides a good opportunity for the traditional bank to transform.In the age of big data,the focus of the competition between the banks will shift from the products to the customers.Owning customer resources means owning the market. To obtain clients,traditional banks must dig out the useful information from massive customer data, understand customer preferences, identify customer requirements, and provide the corresponding service. In the increasingly fierce market competition, the commercial banks should reserve not only these two strategic resource of good human and financial resources, but also data and information, which will be regarded as the third strategic reserve.This paper describes the relevant concepts of big data and technology firstly.Then,with the help of SWOT model,analyzing the advantages and disadvantages of the traditional banks' s customer management,under the big data environment; pointing out that the traditional bank should also make full use of the advantages of the big data, and transform positively. After that, describing the customer relationship management theory in detail, putting forward the customer relationship management model——the IDIC model. On this basis, putting forward the customer management strategy of applying different data mining techniques into the IDIC model, which is the core of this paper. Then I use a case to go through this empirical analysis. Finally, a summary of the whole paper is made in the end.Due to the banks' application of the big data in China is still in its infancy, the relevant data and information is not sufficient, and my level is limited, the correlation analysis and the theory is still insufficient, hoping to receive criticism and suggestions, also hoping that through the traditional bank research on customer management strategy in the age of big data, will improve its competition strength.