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
王秀鸾 1张鹏展 1杨鑫 1刘杰2
作者信息
- 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
- 折叠
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.
Abstract
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 mar-keting 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Key words
client marketing/SME marketing model/knowledge graph/banking business/XGBoost model引用本文复制引用
出版年
2024
NETL
NSTL
万方数据