乙
数据科学在消费金融精准营销中的
应用研究——以SD小额贷款公司为例
专业名称：工商管理
申 请 人：王世欣
指导教师：陆奇岸 教授
论文答辩委员会
主席：
委员：
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数据科学在消费金融精准营销中的应用研究
——以SD小额贷款公司为例
研 究 生：王世欣 导师：陆奇岸 年 级：2016级
学科专业：工商管理 研究方向：市场营销
中文摘要
近年来，随着人类对客观世界认知的升级，以大数据、数据挖掘、机器学
习等为代表的数据科学概念炙手可热，相关技术日新月异，科研成果不断涌现
并得到成功运用。目前，在消费金融领域，数据科学在风险管理方面的应用已
日渐成熟，一些技术领先的消费金融机构开始尝试将数据科学应用于营销，并
取得了一定成效
本文从数据科学的概念入手，首先介绍了消费金融在国内外发展情况、数
据科学和精准营销的相关理论基础和应用实践，接着以SD小额贷款公司为背
景，针对其营销工作中遇到的实际问题，全面分析了数据科学在SD小额贷款公
司精准营销中的应用案例，不仅涵盖制定战略数据规划、设置数据管理组织架
构、组建数据管理团队、构建数据管理平台和数据仓库、丰富数据采集方式、
提高数据预处理能力、数据建模、数据验证、模型训练、数据可视化等数据科
学应用的基本步骤，还对渠道筛选、产品迭代和客户挽回三个具体研究项目实
施后的成果、结论和难点进行了总结。最后本文结合近期最新的金融科技发展
情况，提出数据科学在消费金融精准营销领域应用的三大趋势：一是消费金融
精准营销的焦点将由流量运营转变为数据运营，二是消费金融产品与客户交互
的方式将由终端点触升级为智能交互，三是消费金融的数据生态将由孤岛状态
进入到区块革命
关键词：消费金融、数据科学、精准营销、小额贷款公司
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Research on the application of data science in the precise
marketing of consumer finance--A case of SD micro loan company
Name：Wang Shixin Supervisor：Lu Qian Grade：2018
Major：administration Research：Marketing
Abstract
In recent years, as the human cognition of the objective world
level rising, data science concepts represented by big data, data
mining, machine learning and so on are very hot. Related techniques
have been developed quickly, and scientific research achievement are
constantly emerging and successfully applied. So far, in the field of
consumer finance, data science application to risk management is
maturing day after day, and some technology-leading consumer financial
institutions have started to try to apply the data science to marketing,
and have achieved certain results.
Starting with the concept of data science, this paper first
introduces the theoretical basis and application practice of consumer
finance in domestic and foreign development, data science and precision
marketing. Then, based on the SD microfinance company as the background,
in view of the actual problems encountered in the marketing work, the
paper comprehensively analyzes the data science in the SD microfinance
company. The application cases in precision marketing not only cover
the formulation of strategic data planning, set up data management
organization structure, set up data management team, build data
management platform and data warehouse, enrich data collection mode,
improve data preprocessing ability, data modeling, data verification,
model training, data visualization and so on. According to the basic
steps of scientific application, the results, conclusions and
difficulties of three specific research projects in channel screening,
product iteration and customer recovery are also summarized.Finally,
combined with the latest development of financial science and
technology in recent years, this paper puts forward three trends in
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the application of data science in the field of consumer finance
precision marketing. First, the focus of consumer finance precision
marketing will change from traffic operation to data operation. Second,
the way that consumer financial products interact with customers will
be upgraded from terminal to intelligent interaction. Third, the data
ecology of consumer finance will go from island state to block
revolution.
Key words: consumer finance, data science, precision marketing,
Small Loan Company。。。。。。