I 摘要 当前，随着大数据技术应用场景的不断延伸，如何唤醒和激活长期经营业务 积累但沉睡的大数据资源对于商业银行格外重要，尤其是如何利用大数据技术与 平台来优化产品设计和服务流程，是各类商业银行发展零售金融业务共同关心的 现实问题。近年来，作为一家具有代表性的地方商业银行，CD银行也加大了大数 据技术在零售业务营销的投入与应用，既取得了一些成效，也存在创新乏力和客 户价值挖掘不够等问题。 本文在介绍研究背景和梳理相关文献的基础上，以CD银行为案例对象，结合 对其零售业务发展历程、现状和问题的全面解析，提出了CD银行基于大数据系统 和客户价值提升的零售营销概念模型，并利用支行层面的客户数据进行了效果检 验，以及结合CD银行的经验总结，立足同类商业银行的零售转型提出对策与建议。 研究结论表明：总体而言，包含信息收集处理、客户细分与定位、方案设计、 结果反馈的“四位一体”的大数据系统，可以很好地支撑CD银行基于客户价值提升 的零售营销，促使CD银行零售业务年复合增长率超过15%。进一步，利用CD银 行某支行客户层面的数据，将客户分为营销组、推荐组和未推荐组三个组别，针 对客户价值提升模型的效果检验表明：无论是从客户资产提升率，还是从客户提 升率来看，基于大数据系统的客户价值提升模型运行效果良好，营销组客户的户 均金融资产环比增长27.4%，大幅高于未推荐组和推荐组；营销组和推荐组的客户 提升率分别增加了16.61%和10.54%，均明显高于未推荐组。研究结论对于大数据 驱动的商业银行零售转型具有重要的借鉴意义。 关键词：大数据，CD银行，零售业务，精准营销 ABSTRACT II ABSTRACT Atpresent,astheapplicationscenariosofbigdatatechnologyincreasingly develops,forthecommercialbanks,howtoactivatethelong-termaccumulated businesswhichhavenotbeenexploited,isparticularlyimportant.Especially,inthe developmentofretailfinance,howtooptimizeproductdesignandserviceprocesswith bigdatatechnologyandplatform,becomesacommonconcernforallcommercialbanks. CDbank,asarepresentativelocalcommercialbank,hasalsoincreasedtheinvestment andapplicationscenariosofbigdatatechnologyinretailmarketinginrecentyears. Duringtheprocess,someachievementshavebeenmade,andsomeproblemssuchas lackofinnovationandinsufficientcustomervalueminingremaintobesolved. Basedontheintroductionoftheresearchbackgroundandsortingouttherelevant documents,CDbankisusedasastudycaseinthispaper.Analyzingthedevelopment course,presentsituationandproblemsoftheretailmarketingoverall,weputforward theconceptmodelofretailmarketing,whichisbasedonbigdatasystemandcustomer valuepromotionofCDbank.Besidesthat,atoneoftheCDbandbranches,withthe customersdata,wemaketestontheeffectoftheconceptmodelofretailmarketing. Moreover,combinedwiththeexperienceofCDbanks,andbasedontheretail transformationofsimilarcommercialbanks,weputforwardthemeasuresand suggestions. Theconclusionofthestudyshowsthat,ingeneral,the"four-in-one"bigdata system,whichincludesinformationcollectionandprocessing,customersegmentation, targetingandpositioning,projectdesignandfeedback,cangreatlysupporttheretail marketingofCDbanksbasedonthestrategyofcustomervaluepromotion.Asaresult, theannualcompoundgrowthrateofretailmarketingofCDbankexceedsmorethan 15%.Furthermore,attheCDbandbranch,thecustomersdividedintothreegroups: marketinggroup,recommendedgroupandnon-recommendedgrouptotakeatestof customervalueenhancementmodel.Accordingtotheresultofthetest,thecustomer valueenhancementmodelwhichisbasedonbigdatasystemrunswell,nomatterfrom thecustomerassetenhancementrateorcustomerpromotionrate.Theaverage householdfinancialassetsofthecustomersinthemarketinggroupincreasesby27.4% yearonyear,whichissignificantlyhigherthanthoseofthenon-recommendedgroup ABSTRACT III andtherecommendedgroup;Thecustomerpromotionrateofmarketinggroupand recommendedgroupincreasesby16.61%and10.54%respectively,whichare significantlyhigherthanthatofnon-recommendedgroup.Consequently,theconclusion oftheresearchprovidesanimportantreferencesignificancetotheretailtransformation ofcommercialbankswithbigdatatechnology. Keywords:Bigdata,CDbank,Retailingbusiness,Precisionmarketing 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景及意义................................................................................................1 1.2国内外研究现状................................................................................................2 1.2.1商业银行零售业务的相关研究.............................................................2 1.2.2大数据对商业银行零售业务发展的影响研究.....................................3 1.2.3大数据对商业银行营销的影响研究.....................................................5 1.3研究内容与结构安排........................................................................................5 1.4研究方法............................................................................................................7 第二章相关概念与理论基础.........................................................................................8 2.1相关概念.............................................................................................................8 2.1.1大数据.....................................................................................................8 2.1.2商业银行零售业务.................................................................................9 2.1.3大数据对商业银行零售业务的影响分析...........................................10 2.2相关理论概述..................................................................................................12 2.2.1银行再造理论........................................................................................12 2.2.2客户关系营销和管理...........................................................................13 2.2.3风险管理理论.......................................................................................14 2.2.4交易成本理论.......................................................................................14 2.2.5大数据营销理论...................................................................................15 2.3本章小结..........................................................................................................15 第三章CD银行零售业务的现状分析.........................................................................17 3.1CD银行的背景介绍.........................................................................................17 3.1.1基本概况...............................................................................................17 3.1.2组织架构...............................................................................................18 3.1.3经营情况...............................................................................................18 3.2CD银行零售业务的现状.................................................................................19 3.2.1资产（信贷）业务...............................................................................20 3.2.2负债（存款）业务...............................................................................20 3.2.3中间业务...............................................................................................22 3.3CD银行的大数据能力建设与应用.................................................................22 目录 V 3.3.1CD银行的大数据能力建设..................................................................22 3.3.2CD银行的大数据应用..........................................................................23 3.4CD银行零售业务发展存在的问题.................................................................24 3.4.1重视程度不足.......................................................................................24 3.4.2营销能力有待优化...............................................................................24 3.4.3数据分析处理能力不足.......................................................................25 3.5本章小结..........................................................................................................25 第四章CD银行大数据零售营销的模型构建与效果分析.........................................26 4.1CD银行零售营销的总体架构.........................................................................26 4.2CD银行零售营销