运用数据仓库创新工商银行营销模式和管理方法研究

Method of Innovating Marketing Model and Management of ICBC via Data Base

数据仓库起源于对巨量数据进行处理的需要,是随着信息技术的发展和业务应用需求的增大而产生的。中国工商银行作为国际性的大型商业银行,从2001年开始,就着手进行数据仓库系统建设。随着金融同业竞争的日趋激烈和国有商业银行股份制改造步伐的加快,大力运用数据仓库系统创新营销模式和管理方法已显得非常紧迫和十分必要。本课题着眼于国际国内金融市场,瞄准数据仓库技术前沿,根据工商银行的业务经营实际,较为深入地阐述了工商银行营销模式、管理方法与数据仓库的演变历程和将来的发展方向,并且有针对性地提出了当前对其融合创新的具体思路。

Data base came into being out of the demand for processing mega-amount of data and developed with the progress of IT industry and growing need of business application. As an international large commercial bank, ICBC set about establishing a data base system as early as 2001. With interbank competition getting fiercer and the steps of state-owned commercial banks to transform themselves into joint stock entities getting speedier, it is urgent and imperative to use data base to create new marketing models and managerial methods. The present paper focuses on the financial market at home and abroad with the newest technology in view and expounds in depth the marketing model and managerial methods of ICBC against its business operation. Discussion is also centered on the historical and future development of data base. Concrete guidelines are provided for the on-going innovation.