基于关联规则挖掘的商业银行信贷产品交叉营销研究

Cross Marketing of Credit Products of Commercial Banks Based on Association Rule Mining

交叉营销是商业银行开展营销活动、进行客户关系管理,降低成本、增加利润的关键。关联规则挖掘能够分析银行海量交易数据获得潜在规则,为商业银行交叉营销提供强有力的支持。采用关联规则分析中的Apriori和Carma算法,从信贷产品类别和具体产品两个层面,对商业银行信贷产品的年度交易记录进行数据挖掘。研究结果显示,关联规则挖掘应用于商业银行信贷产品交叉营销研究是可行的和有效的,对于已购买不同种类、不同具体产品的客户,需要综合考虑关联规则的具体形式、支持度、置信度等各方面,制定批量营销、精准营销、套餐营销等不同的交叉营销策略。

Cross marketing is the key to holding marketing activities, customer relationship management, decrease of cost and increase of revenue for commercial banks. Association rule mining could help analyze the large amount of transaction data on banks for obtaining po- tential rules and offering strong support to the cross marketing of commercial banks. With Apriori and Carma, two analysis algorithms of association rules, the annual transaction record of the credit products of commercial banks are analyzed from the perspectives of credit product category and specific product. The result shows that it is feasible and effective to apply association rules mining into the study of cross marketing of credit products of commercial banks. As to customers who buy specific products of different category, the specific form, support degree, and degree of confidence should be considered comprehensively for creating different cross marketing such as bulk mar- keting, precision marketing and package marketing.