資料探勘技術在顧客關係管理之應用─以C銀行數位存款為例

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题名:	資料探勘技術在顧客關係管理之應用─以C銀行數位存款為例
作者:	林嘉莉;Lin, Chia-Li
贡献者:	資訊管理學系在職專班
关键词:	金融科技;數位存款帳戶;相關係數;RFM模型;FinTech
日期:	2020-07-23
上传时间:	2020-09-02 18:03:12 (UTC+8)
出版者:	國立中央大學
摘要:	當前全世界金融服務產業都沈浸在提倡—"FinTech"金融科技，它促使全球傳統金融服務模式及流程重新思考並從中激盪出創新，科技成為幫助金融服務的取得更貼近於人心，"FinTech"為現今金融業者展望各項業務發展的重點。傳統實體銀行據點提供的服務，會有離峰時間的門可羅雀及高峰時間時絡繹不絕抽號碼牌排隊的人龍，有的僅僅是要簡易的銀行業務服務，開戶、繳費、辦信用卡、換匯等，過往僅僅是簡易的金融服務也是要在銀行營業時間內才能申辦或是提供資料接受審核流程，每個人都曾有在銀行花費等待時間的生活經歷，隨著金融科技應用快速發展，銀行金融服務升級以數位化方式增進效率及提供打破空間之便捷， 2019年金管會為了加速金融服務創新，核發了三家純網路銀行業者執照，除了奠定「純網銀」的開朝元年，也當頭棒喝傳統銀行群起邁開大步發展数位銀行服務，在金管會積極推動打造数位金融環境，依銀行業務營業要項，陸續開放線上銀行業務發展項目，促使銀行利用科技、結合創新並首要保障交易者權益及在符合身分有效確認機制及資訊安全控管措施下，能夠讓交易者享有多元線上金融服務。本論文將以個案研究銀行—C銀行ｅ財寶〝數位存款帳戶〞客戶為研究主體，蒐集了數位存款客戶的客戶基本資料、交易記錄包含了投資、交易等資料，藉由統計分析及資料探勘技術，找出客戶特性及往來產品和交易項目的關聯性，希望藉由了解客戶使用數位帳戶金融商品行銷探討進行分析數位存款帳戶結合金融商品的未來行銷方向。;Fintech is a term used to describe financial technology, an industry encompassing any kind of technology in financial services - from businesses to consumers. Fintech becomes the help finance service to draw close to in the will of the people, and forecasts each service development for the nowadays finance entrepreneur the key point. In the past, financial transactions and services were limited to physical banks, and everyone has a life experience that spent waiting time in the bank. Some need simple banking service, such as: opening account, paying a fee, handing a credit card, exchange currency, etc. In the wave of financial technology, the bank financial services will improve efficiency and convenience through digitalization. Application of fintech in bank inquiry service and online transaction. The Financial Supervisory Commission R.O.C.(Taiwan) 2019 has issued three internet-only bank, actively promote the creation of a digital financial environment in the Financial Management Commission, and open up online business development projects in accordance with the needs of banking business. This study involves a case study, Chang Hwa Commercial Bank , as attempted to verify the efficiency of e財寶 program which is a digital deposit account newly implemented to conform to the mainstream of Fintech development. This paper collects the basic data and transaction records of digital deposit customers, including investment and consumption data. Through statistical analysis and data exploration technology, it finds out the customer characteristics and the relationship between current products and trading items. It is hoped to analyze the future marketing direction of digital deposit accounts combined with financial products by understanding customers′ use of digital account financial products.
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