Research On Association Rules Model Of Fund Marketing Based On Big Data

In recent years,with the development of the national economy,the national investable assets have increased significantly,and more and more people have gradually established the concept of investment and financial management.Especially with the rise of the Internet and the gradual entry of Internet finance into people’s life,the national awareness of investment and financial management is stronger,and the fund has strong supervision,The characteristic of low risk has become a more optimistic financial management method for ordinary investors,followed by the fierce competition among various fund direct sales and consignment agencies.How to formulate an appropriate fund marketing strategy is one of the keys.The fund marketing strategy is that the fund sales agencies start from the needs of customers and design the fund products,A series of activities such as sales and after-sales will finally sell the appropriate funds to the appropriate people,so as to meet the needs of investors and make the sales organization obtain corresponding profits.This paper introduces the current research status at home and abroad,the commonly used sales methods and the existing problems,and summarizes that accurate and effective fund marketing can not be done only through the current stereotyped analysis.To make the marketing effect more effective,we must find the internal law of investors’ purchase of funds through big data mining technology.Through the introduction of data mining technology and the theoretical knowledge of big data computing engine.Combined with the applicability of the algorithm and the business scenario of this paper,Apriori algorithm is used to establish the model;The data of a fund sales organization in 2020 are selected for data processing,and the algorithm model is constructed for experiment.Through the steps of overall design,data preparation,modeling and evaluation results,various associations are found out.Finally,through experimental analysis,it is found that association rules have strong applicability in the direction of fund marketing strategy formulation,and achieve the goal of fund marketing,that is,recommend appropriate products to the right people.However,due to the risk of the fund and the irrationality of people’s financial management,and based on the compliance of financial supervision,It is necessary to further improve the fund marketing strategy in combination with the actual situation.The innovation and feasibility of this paper lies in the selection of association rule model and spark engine to analyze the fund marketing strategy.Due to the high maturity of algorithm and technology,and it is still basically in the blank stage in the fund sales industry,it can be applied to sales in the industry and has application value.