KR20160019614A - Marketing and system using network relation of finance client - Google Patents

Marketing and system using network relation of finance client Download PDF

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Publication number
KR20160019614A
KR20160019614A KR1020140103861A KR20140103861A KR20160019614A KR 20160019614 A KR20160019614 A KR 20160019614A KR 1020140103861 A KR1020140103861 A KR 1020140103861A KR 20140103861 A KR20140103861 A KR 20140103861A KR 20160019614 A KR20160019614 A KR 20160019614A
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South Korea
Prior art keywords
marketing
financial
network
information
generating
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KR1020140103861A
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Korean (ko)
Inventor
이재열
이정화
손승주
이원홍
장진
이창한
이영숙
최윤선
김윤미
조영욱
최영민
김숙
변부수
정재안
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주식회사 하나은행
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Priority to KR1020140103861A priority Critical patent/KR20160019614A/en
Publication of KR20160019614A publication Critical patent/KR20160019614A/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q40/00—Finance; Insurance; Tax strategies; Processing of corporate or income taxes
    • G06Q40/02—Banking, e.g. interest calculation or account maintenance

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  • Business, Economics & Management (AREA)
  • Accounting & Taxation (AREA)
  • Finance (AREA)
  • Engineering & Computer Science (AREA)
  • Strategic Management (AREA)
  • Development Economics (AREA)
  • Theoretical Computer Science (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Economics (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Technology Law (AREA)
  • Data Mining & Analysis (AREA)
  • Game Theory and Decision Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

A marketing method using a network relation of a financial customer and a system thereof are disclosed. The marketing method includes a step of collecting financial transaction information among financial customers, a step of analyzing a network relationship between trading partners from the financial transaction information, and a step of analyzing marketing information on the financial customers based on the network relationship. .

Description

TECHNICAL FIELD [0001] The present invention relates to a marketing method and system using a network relation of a financial customer,

The present invention relates to a marketing method using a network relation of financial customers and a system thereof.

It is very important to provide high-quality services to customers in the service industry, which needs to secure and manage a large number of customers. Similarly, the financial services industry is required to establish a marketing strategy to secure a large number of customers.

Especially, as the scope of banking expands, it is required to respond to various and advanced products and services more than before, and marketing strategy is needed.

In the financial marketing strategy, it is necessary to grasp the needs of the customers who use the bank and to improve know - how to apply them to the management strategy and product development of the bank.

Traditionally, financial marketing has been performed using static information such as region, sex, and balance, and accordingly, it has been insufficient to pursue three-dimensional and efficient marketing.

SUMMARY OF THE INVENTION The present invention provides a marketing method and system using relationship information based on relationships between financial customers, that is, a financial customer, in order to secure an efficient marketing method.

A marketing method according to an embodiment of the present invention includes a marketing system collecting financial transaction information between financial customers, analyzing a network relationship between trading partners from the financial transaction information, And generating marketing information for the customers.

Analyzing the network relationship may include generating a network chart between the trading partners by connecting the trading partners to each other, and deriving a marketing target object based on the network chart.

The generating of the marketing information may include generating marketing information for each of the marketing target objects.

The step of creating the network chart may include the step of creating a network chart between the transfer trading parties.

The step of creating the network chart may include the step of creating a network chart between the debit transactions parties.

The step of creating the network chart may include the step of creating a network chart between trading partners based on a product recommending target person or a specific financial customer selected according to the rating of the financial customer.

The step of generating the marketing information may generate marketing information for a financial customer having a relatively large number of financial transactions on the network chart.

The step of generating the marketing information may generate marketing information for a financial customer having a relatively large number of financial transaction targets on the network chart.

The step of generating the marketing information may generate meeting passbook marketing information for a financial customer in which deposits are concentrated on automatic transfer or transfer on the network chart.

The step of generating the marketing information may generate the loan marketing information for the down payment or the intermediate transfer parties.

A marketing system according to another embodiment of the present invention includes a transaction history collection unit for collecting financial transaction information between financial customers, a network analysis unit for analyzing a network relationship between transaction parties from the financial transaction information, And a marketing information generating unit for generating marketing information on the financial customers based on the sales information.

The network analyzer may generate a network chart between the trading partners by connecting the trading partners to each other, and derive a marketing target object based on the network chart.

The marketing information generation unit may generate marketing information for each of the marketing target objects.

The network analyzing unit analyzes at least one of a network chart between transfer transaction parties, a network chart between the debit transaction parties, and a network chart between transaction parties based on the product recommendation target or the financial customer selected according to the rating of the financial customer Can be generated.

Wherein the marketing information generating unit generates marketing information for a financial customer having a relatively large number of financial transactions on the network chart, marketing information for a financial customer having a relatively large financial transaction target on the network chart, And a credit marketing information for a down payment party or an intermediary transferring party.

According to the embodiment of the present invention, the network chart can be created using the in-house transfer information, and the targeted marketing can be effectively performed by an influential person having a wide action radius, that is, a financial customer having active network relationship.

1 is a configuration diagram of a marketing system according to an embodiment of the present invention.
2 is a flowchart illustrating a marketing method according to an embodiment of the present invention.
3 is an exemplary diagram of a network chart according to an embodiment of the present invention.
4 is a schematic block diagram of a marketing system according to another embodiment of the present invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily carry out the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In order to clearly illustrate the present invention, parts not related to the description are omitted, and similar parts are denoted by like reference characters throughout the specification.

Throughout the specification, when an element is referred to as "comprising ", it means that it can include other elements as well, without excluding other elements unless specifically stated otherwise.

Also, the terms of " part ", "... module" in the description mean units for processing at least one function or operation, which may be implemented by hardware or software or a combination of hardware and software.

Hereinafter, with reference to the drawings, a marketing method using a network relation of financial customers according to an embodiment of the present invention and a system thereof will be described in detail.

FIG. 2 is a flowchart illustrating a marketing method according to an embodiment of the present invention. FIG. 3 is an exemplary diagram of a network chart according to an embodiment of the present invention. FIG. to be.

Referring to FIGS. 1 and 2, the marketing system 100 is a marketing system using dynamic information based on relationships, as opposed to marketing using static information such as region, sex, and balance.

The marketing system 100 creates a network chart using financial transaction information such as in-home transfer information, and generates marketing information for a financial customer whose network relationship is active based on the network chart. Here, the network chart is one of the big data analysis techniques and is connected to each other among the financial transaction parties.

The marketing system 100 includes a transaction history collection unit 101, a network relationship analysis unit 103, and a marketing information generation unit 105.

The transaction history collection unit 101 collects financial transaction information among financial customers from an account server (not shown) of the financial institution (S101). Here, the financial transaction information includes transfer information including automatic transfer.

The network relationship analyzing unit 103 analyzes network relationships by connecting financial transaction parties based on the financial transaction information collected by the transaction history collecting unit 101. [ Specifically, information on the financial transaction parties, that is, the withdrawal person and the person to be deposited, is extracted from the financial transaction details, and a network chart is created by connecting the withdrawing person and the person to be deposited to each financial transaction item (S103). We analyze customers who know who has a large amount of money, who has lots of transfers, and who have a strong network influence.

The network relationship analyzing unit 103 can generate a network chart representing a network relationship among the product recommendation customers, a network chart representing a network relationship between the debit customers, and a network chart representing a network relationship between the transfer customers.

Referring to FIG. 3, the network relation analyzing unit 103 links financial accounts between financial customers with arrows. At this time, the direction in which the arrow points is the deposit direction. In other words, if A transfers to B, the direction of the arrow is from A to B.

Here, it can be said that the more the arrow direction becomes, the more concentrated the transfer is.

In addition, the network relation analyzing unit 103 is a network chart indicating a customer relationship of a general grade in a money transfer (or debit) relationship with a specific financial customer selected according to the rating of a financial customer, for example, a very very important person (VVIP) Lt; / RTI > Here, the fact that VVIP is in a customer relationship is not the case with VVIP or VIP, but it is highly likely to be a high-value asset in other financial institutions.

The marketing information generating unit 105 derives a marketing target object based on the network chart generated by the network relation analyzing unit 103 and generates personalized marketing information for each of the targeted marketing targets (S105).

The marketing information generation unit 105 performs marketing for a customer who is active in the network. In the network chart of FIG. 3, a financial customer P1 having a relatively large number of financial transactions or a relatively large number of different financial transaction objects Lt; / RTI > That is, the marketing information can be generated for the financial customer P1 whose deposit or withdrawal is concentrated.

For example, the marketing information generation unit 105 can generate meeting passbook marketing information for the financial customer P1, which is concentrated on deposits due to automatic transfer or transfer on the network chart. Also, if the financial customer P1 in which the deposit is concentrated is a construction contractor, the loan marketing information can be generated for the down payment party or the intermediation parties P3.

In addition, the marketing information generating unit 105 may generate marketing information targeting financial transaction parties P7 such as depositing or withdrawing, based on the VVIP financial customer P5 in FIG. At this time, the VVIP financial customer (P5) can be selected among the management customers of a specific financial institution (for example, over 1 billion total sales), the financial transaction parties (P7) Individual customers. The key point of marketing of the marketing information generation unit 105 is to identify a general customer (not a VIP customer) who has a large asset price and a deposit / withdrawal transaction. Customers with large asset holdings and accounts receivable and payable can generate personalized marketing information, such as VVIP financial customers, on these (P7) assumptions, even though VIPs are not VIPs in our case, assuming that VIPs are highly likely to be VIPs in other sectors.

4 is a schematic diagram of a marketing system according to another embodiment of the present invention. The marketing history collection unit 101, the network relation analysis unit 103, and the marketing information generation unit 105 described with reference to FIG. Lt; RTI ID = 0.0 > a < / RTI >

4, the marketing system 200 includes a processor 201, a memory 203, at least one storage device 205, an input / output (I / O) interface 207 and a network interface 209 ).

The processor 201 may be implemented as a central processing unit (CPU) or other chipset, a microprocessor, etc. The memory 203 may be a dynamic random access memory (DRAM), a Rambus DRAM DRAM, RDRAM), synchronous DRAM (synchronous DRAM, SDRAM), static RAM (SRAM), and the like.

The storage device 205 may be a hard disk, a compact disk read only memory (CD-ROM), a compact disk rewritable (CD-RW), a digital video disk ROM, a DVD- , An optical disk such as a blue-ray disk, a flash memory, various types of RAM, or a permanent or volatile storage device.

The I / O interface 207 also allows the processor 201 and / or the memory 203 to access the storage device 205 and the network interface 209 allows the processor 201 and / ) To access the network (not shown).

In this case, the processor 201 loads the program command for implementing at least some functions of the functions of the transaction history collection unit 101, the network relation analysis unit 103 and the marketing information generation unit 105 into the memory 203 And controls the operation described with reference to FIG. 1 to be performed.

The memory 203 or the storage device 205 can perform the functions of the transaction history collection unit 101, the network relation analysis unit 103 and the marketing information generation unit 105 in cooperation with the processor 201 have.

The processor 201, the memory 203, the storage device 205, the I / O interface 207, and the network interface 209 shown in Fig. 4 may be implemented in one computer or distributed in a plurality of computers .

The embodiments of the present invention described above are not implemented only by the apparatus and method, but may be implemented through a program for realizing the function corresponding to the configuration of the embodiment of the present invention or a recording medium on which the program is recorded.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments, It belongs to the scope of right.

Claims (15)

A marketing system collecting financial transaction information between financial customers,
Analyzing a network relationship between trading partners from the financial transaction information, and
Generating marketing information for the financial customers based on the network relationship
≪ / RTI > The method according to claim 1,
Wherein analyzing the network relationship comprises:
Creating a network chart between the trading partners by connecting the trading partners to each other, and
Deriving a marketing target object based on the network chart
≪ / RTI > 3. The method of claim 2,
Wherein the generating the marketing information comprises:
Generating marketing information for each marketing target object
≪ / RTI > The method of claim 3,
The step of creating the network chart comprises:
A method of marketing comprising the steps of creating a network chart between trading partners. The method of claim 3,
The step of creating the network chart comprises:
A method of marketing comprising the steps of: creating a network chart between debit transaction parties. The method of claim 3,
The step of creating the network chart comprises:
And creating a network chart between trading partners based on a specific financial customer selected according to the product recommendation target or the financial customer's rating. The method of claim 3,
Wherein the generating the marketing information comprises:
And generating marketing information for a financial customer having a relatively large number of financial transactions on the network chart. 8. The method of claim 7,
Wherein the generating the marketing information comprises:
And generating marketing information for a financial customer having a relatively large financial transaction target on the network chart. 8. The method of claim 7,
Wherein the generating the marketing information comprises:
And generating a meeting passbook marketing information for a financial customer who is concentrated on deposits due to automatic transfer or transfer on the network chart. 8. The method of claim 7,
Wherein the generating the marketing information comprises:
A marketing method that generates loan marketing information for down payment or intermediary transfer parties. A marketing system is a transaction history collection unit for collecting financial transaction information between financial customers,
A network analysis unit for analyzing a network relationship between trading partners from the financial transaction information, and
A marketing information generating unit for generating marketing information on the financial customers based on the network relationship,
≪ / RTI > 12. The method of claim 11,
Wherein the network analyzer comprises:
A network chart is created between the trading parties by connecting the trading parties, and a marketing target is derived based on the network chart
Marketing system. The method of claim 12,
Wherein the marketing information generating unit comprises:
And generates marketing information for each of the marketing target objects. 12. The method of claim 11,
Wherein the network analyzer comprises:
A network chart between transit trading parties, a network chart between debit transaction parties, and a network chart between one or more trading partners based on a particular financial customer selected according to the rating of the financial customer. 14. The method of claim 13,
Wherein the marketing information generating unit comprises:
The marketing information for a financial customer having a relatively large number of financial transactions on the network chart, the marketing information for a financial customer having a relatively large number of financial transaction targets on the network chart, and the deposits due to automatic transfer or transfer on the network chart Meeting logbook for financial customers A marketing system that generates at least one of marketing information and information about loan marketing to down payment or intermediary transfer parties.
KR1020140103861A 2014-08-11 2014-08-11 Marketing and system using network relation of finance client KR20160019614A (en)

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Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2019107947A1 (en) * 2017-11-30 2019-06-06 (주)비즈니스온커뮤니케이션 Value chain extraction apparatus and value chain extraction method using same
KR20210108696A (en) * 2020-02-26 2021-09-03 주식회사 카카오뱅크 Method for providing service using parents predicting model

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2019107947A1 (en) * 2017-11-30 2019-06-06 (주)비즈니스온커뮤니케이션 Value chain extraction apparatus and value chain extraction method using same
KR20210108696A (en) * 2020-02-26 2021-09-03 주식회사 카카오뱅크 Method for providing service using parents predicting model

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