数据挖掘在证券客户流失管理中的应用  

Application of Data Mining in Customer Churn Management of Securities Company

作　　者：谢芳[1,2] 

机构地区：[1]浙江大学管理学院 [2]浙江省委党校软科学研究所

出　　处：《科技管理研究》2011年第10期180-183,共4页Science and Technology Management Research

基　　金：浙江省软科学研究计划项目"开放式创新背景下大学知识产权交易机制研究"(2010C35026)

摘　　要：随着证券市场竞争的不断加剧,如何针对不同的客户群实施差异化营销和服务已成为当前证券企业的迫切需求。客户流失分析系统可以预测客户流失情况,对潜在流失的客户进行预警,为营业部提前进行客户挽留提供帮助。首先简要介绍了数据挖掘技术的基础理论,接着提出了证券客户流失的含义并阐述了证券客户流失分析系统的构建步骤,最后结合某证券公司的实例数据对证券客户流失系统进行了应用说明。With the drastic competition in the securities market, how to implement discrepancy marketing strategy for different customer groups has become urgent needs of securities companies. The customer churn analysis system can forecast the customer to be or not lose. The system aims to help securities sales department to early warning and avoid customer chur- ning. Firstly, the paper introduces the basic theory of data mining technology. Then, it explains the key construction steps of customer churn analysis system. Finally, the paper discusses the application of the system with an example.

关 键 词：数据挖掘 客户流失管理 CRM 

分 类 号：F832.51[经济管理—金融学] F274