大数据时代ZG银行客户关系管理策略地研究.pdf

摘要I摘要2013年,被很多媒体称为“大数据元年”,美国政府在2012年投资2亿美元启动“大数据研究和发展计划”,几乎可以断言,“大数据时代”已经到来。大数据带来的不仅是简单的统计量级变化,从管理学角度来说,大数据为实施数据挖掘、精准营销提供了更多拓展空间,对于提升营销效率,改善客户体验具有重大意义。因此,围绕大数据的研究运用在各行业悄然升起,并逐渐上升为发展战略。商业银行在大数据战略实施方面,具有先天优势。在监管制度的要求下,商业银行拥有大量清晰、完整的客户信息数据,包括客户属性、行为属性、价值属性等,如何用好基础数据,依托大数据构建新型客户关系管理体系是值得深入研究的重要课题。ZG银行作为国际化一流大银行,已经建立了客户关系管理基础框架,拥有较为成熟的营销理念,但在大数据的应用方面,显然还处于起步阶段。基于这种认识,本文试图从大数据的研究角度出发,结合传统的客户关系管理理论,就ZG银行如何运用大数据突破营销瓶颈,提出相应的发展策略。首先,大数据是商业银行的核心资源之一,必须进行系统性科学规划,制定开发计划;其次,运用大数据必将在客户的分类管理、忠诚度评价等方面,有效提升客户的价值贡献;最后,大数据用于提升客户关系管理,必须搭建合理的数据运用平台,培养能够运用大数据的客户经理队伍。关键词:大数据;客户关系管理;策略万方数据Abstract IIABSTRACT In 2013, many media suggest that was called the first year of big data. The United States government have invested $200 million for "big data research and development plan" in 2012. Almost can affirm, "Big Data Era" has arrived. Big data is not only the statistical magnitude change simple, from the management point of view, big data for data mining, precision marketing provides more space for expansion, it is great significance to improve marketing efficiency and improve the customer experience. Therefore, research on big data used in various industries quietly rising, and gradually increased as the development strategy. Commercial banks in the implementation of the strategy of big data, has the congenital advantage. In the regulatory system requirements, commercial banks have clearly pletely, a large number of customer information data, including the customer attribute, action attribute, value attribute, how to make good use of the basic data, rely on data to construct the model of customer relationship management system is an important topic worthy of further study. ZG bank as an international first-class bank, has established a customer relationship management framework, has a relatively mature marketing idea, but in the application of big data, it is still in the initial stage. Based on this understanding, this paper attempts to study starting from the angle of big data, combin