Research and Design of Screening Model of Target Customers for Internet Bank Financial Product
Naizhang Zhai, Eric McDermott · Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2021
With the development of Internet finance, rapid and profound changes are taking place in the global technology and financial fields.The development of an innovative business model that combines technology and finance is booming in the field of Internet banking.In 1995, Security First Network, the first pure Internet bank in the United States, was established.Up to now, the US Internet bank has gone through more than two decades of development.According to a recent report, the total assets of Internet banking in the United States accounted for 5.1% of the total assets of the banking industry.Tencent's WeChat Bank and Alibaba's Zhejiang Internet Commercial Bank also borrow from the mature Internet banking model in Europe and the United States to occupy China Internet Banking market.The booming of Internet Banking also bring great challenges to the managers.One the one hand, although the Internet bank has paid a lot of money, human resources for marketing, and developing more customers, the proportion of customers of specific banking business is still lower than traditional physical banks.On the other hand, some financial business has special requirement for costumers selection to ensure the smooth management and probability of such business.Credit business of Internet Bank among Small and Middle Size Enterprises (SMEs) is one of the typical examples.The faster development of SMEs has raised great opportunities for Internet Bank credit business to enlarge their costumers when competing with traditional physical banks.However, the disadvantages of SMEs request for special costumer screening of Internet Bank when offering such financial service.Marketing to invalid customers means wasting marketing resources.Therefore, how to use relevant resources to effectively identify target customers and reflect the value of marketing resources has become an urgent problem to be solved in the development of Internet Banking services.This article focused especially on Internet Banks' credit business for SMEs, trying to analyze the process of costumers screening on this field.This article attempts to use the Bayesian network to build a Internet bank SME credit access screening model to ensure the healthy and rapid development of Internet Bank's SME Credit business.