基于知识图谱的银行中小企业营销模型构建  

Construction of the marketing model of banks towards small and medium-sized enterprises based on knowledge graph

作　　者：王秀鸾 张鹏展 杨鑫 刘杰 WANG Xiuluan;ZHANG Pengzhan;YANG Xin;LIU Jie(School of Information and Control Engineering,Qingdao University of Technology,Qingdao 266525,China;Data Management Department,Bank of Qingdao,Qingdao 266114,China)

机构地区：[1]青岛理工大学信息与控制工程学院,青岛266525 [2]青岛银行数据管理部,青岛266114

出　　处：《青岛理工大学学报》2024年第3期162-168,共7页Journal of Qingdao University of Technology

基　　金：国家自然科学基金资助项目(42201506);山东省省级大学生创新训练项目(S202210429055)。

摘　　要：为了提高银行对优质中小企业的识别效率,让数据驱动业务提升,改变银行传统的对公客户营销中存在的信息不对称、以重点大客户为主、过于依赖专家经验等问题,提出了一种基于知识图谱的中小型企业营销模型。通过构建企业间关系网络,形成营销图谱网络,并利用企业图谱特征和评分卡特征筛选优质企业,最后挖掘出潜在的优质企业名单。在相关数据集上的模型训练和实验表明,该模型表现优异,可广泛应用于金融行业客户营销领域。To improve banks’efficiency and data-driven capability in identifying small and medium-sized enterprises(SMEs)and to solve the problems in the traditional corporate marketing such as information asymmetry,too much focus on key clients and over-reliance on expert experience,a marketing model of SMEs based on knowledge graph is proposed.Through the construction of inter-enterprise relationship network,a marketing map network is formed.Then high-quality enterprises are screened by combining the characteristics of the enterprise graph with the score cards,and finally the list of potential high-quality enterprises is excavated.The model training and experiments on relevant data sets show that the model performs well and can be widely used in the client marketing of financial industry.

关 键 词：客户营销 中小企业营销模型 知识图谱 银行业务 XGBoost模型 

分 类 号：TP181[自动化与计算机技术—控制理论与控制工程]