基于逻辑回归模型的银行存款营销业务研究

On Deposit Marketing of Bank Based on Logistic Regression Model

现如今,存款营销成为了银行吸收存款的主要经营模式,如何通过现有数据建立模型来判断客户是否订阅存款业务,从而帮助商业银行更好地分配人力资源,提高业务量,以满足现阶段营销活动对提高营销成功率的期望。利用数据挖掘方法通过多种模型选择,并建立逻辑回归模型,然后对模型进行成功率判断以及变量重要性分析,最终了解到影响营销成功与否的关键因素,综合模型分析的结果,给出营销方案建议,最后提出现有研究的不足和期望。

Nowadays,the deposit marketing becomes the primary deposit business model of the bank.The paper discussed about how to judge whether the customer subscribing the deposit business according to the existed data to establish model to help the commercial bank to allocate better human resources and to increase the volume of the business in order to meet the needs of the present stage of marketing activities improving the success rate of marketing expectations.We can use the data mining method and through various model choice to establish the logistic regression model and then analysis the success rate of the judgment and the importance of the variable and finally found out the key factors that affecting the marketing success.By combining the results of the model analysis,the paper puts forward suggestions for the marketing plan and pointed out the shortcomings of the existed studies and the expectations.