Analysis Of Customer Financial Preference Of Bank Of Dalian Based On Apriori Algorithm

Along with the economic trends of China's industrial restructuring,Internet finance booming,and the diversification of customers' financial needs,traditional banks that earn interest income by absorbing deposits and issuing loans are facing the dual tests of asset quality and profitability.All kinds of factors have forced banks to embark on the path of exploring the transformation of business models.Banks' customer positioning,market positioning,and development strategies are all facing adjustments and upgrades.City commercial banks have grown faster because of their geographical advantages and flexible organizational structure.However,compared with state-owned banks and joint-stock commercial banks,the positioning of city commercial banks has not shown significant differences.The business objectives and models are homogenized.The market positioning is not clear,the innovation ability is weak,imitation is the main means of product research and development,the lack of individualization and other issues are all their facing problems.As a cross region operating city commercial bank,Bank of Dalian also has the above problems.This paper takes VIP customers in Bank of Dalian as the research objects,and takes customers' preferences analysis as the starting point to carry out the differentiation research of customers' financial services,which has practical significance and value for clarifying market positioning and improving capabilities of product research and development.This paper first studies the methods and theories used by domestic and foreign scholars in the management of key customer relationship management and bank wealth management.On this basis,it focuses on personal financial planning and customer relationship management theory,and discovers the contribution by key customers to enterprises is far more than ordinary customers,and in the process of maintaining key customer relationships,finding the individual needs of customers is the core issue.In order to obtain the individual needs of customers,use Apriori Algorithm to find customer preference analysis.Guided by the customer relationship theory and Apriori Algorithm,discuss the sales of personal financial products in Bank of Dalian,classified the product risk levels according to national standards,and conducted risk analysis on some product combinations.Subsequently,the personal VIP customer data of Bank of Dalian in 2016 and 2017 was clearly defined and consolidated,and more than 160,000 valid data were obtained.Using Apriori Algorithm to find the purchase preferences of VIP customers of each asset class.Such regulations are found:Private banking customers are likely putting money in savings,financial plans,fonds and trusts;Diamond customers' preferences are people who buy national debts are likely to buy finance plans and savings at the same time,besides,customer who buy trust are also buy finance plans;Five star platinum customers have the trend of buying savings,financial plans and trusts at the same time;only national debts and savings appear strong association in Platinum customer level.Taking the age factor as the main line,VIP customers are divided into 7 age groups,focusing on the correlation analysis of the purchase records of middle-aged and old customers over 50,and customers over 70 are more conservative than the other age groups with the same asset level.Based on the customer preferences obtained,combined with the business objectives of Bank of Dalian,the corresponding marketing-strategies and suggestions are proposed.The methods and results obtained by the thesis have practical guiding significance and application value for the bank's customer development and customer service.