The Application Of Personalized Recommendation System In Banking Financial Marketing

With the rapid development of Internet technology,more and more Internet applications every corner of the roots in various areas,continuous innovation and development of the Internet financial is exacerbated by the traditional financial market fierce competition,the traditional financial institutions represented by commercial Banks in the financial marketing will face greater competitive pressure.Therefore,commercial Banks can use the technology and marketing methods of Internet enterprises and apply them to financial marketing to cater to the current trend of Internet finance development.Commercial Banks provide financial products and services of various kinds,which inadvertently increased cognitive burden of customers for products and services,financial marketing purpose is to provide according to customer’s requirements of products and services to meet customer condition,under the background of inclusive financial system how to improve precision marketing level to each kind of customer group become the touchstone of commercial Banks own innovation ability.Personalized recommendation system as Internet companies have been positive feedback practice and obtain the user a recommended technique has been widely recognized in the industry,personalized recommendation system can make full use of the user data and dug up the user’s preference,behavior characteristics and interests by the customer and items of similarity is recommended to predict the user might be interested in products and services,which further increases the user conversion rate.This article will analysis in the context of the Internet financial online financial opportunities faced by commercial Banks,then analysis the importance of the personalized recommendation system for bank financial marketing,through the analysis of customer demand scenarios,will be the core of the personalized recommendation and bank financial marketing combination,and innovative put forward the concrete method of personalized recommendation in the financial marketing and application.This paper put forward in the recommendation method based on collaborative filtering Banks can use the existing data assets to provide customers personalized recommendation based on the customer information and based on the customer--financial product information of personalized recommendation,then through experimental data demonstrate the effectiveness of the recommended method,finally the personalized recommendation system in bank financial product marketing sorted out the problems existing in the conclusion,According to the shortage of personalized recommendation system,the corresponding solutions are proposed.