The Study On Identifying Customer Value Of Commercial Bank

Financial services industry is opening to the outside world gradually to promote the traditional"product-centric"marketing model to the"customer-centric"model, after joined the World Trade Organization, along with growing market competition and rapid development of the networked economy. Particular with the commercial banks, the homogeneity-oriented process of products and services is growing more and more serious, commercial marketing's competition is intensifying. Therefore, how to identify clients'value accurately, maintain premium clients and dig the clients'value is becoming an important factor by commercial banks, in the fierce market competition. Based on the systematic analysis customer relationship management, the paper analysis model of customer value identification by using qualitative and quantitative analysis method and empirical analysis method, in order to support commercial banks identify customer value.Firstly,this paper analyzes the customer value recognition theory based on the characteristic of China commercial bank.Secondly,this paper discuss the necessity of customer relationship management which applications in commercial bank of china, and analysis the current application advantages and disadvantages of customer relationship management. The importance of data warehouse system and data mining for application of customer relationship management is highlighted. The system model of customer relationship management is proposed based on data warehouse system and data mining technology.Then, an extended model of customer value identification is proposed from considering the relationship of the profits and the cost.Finally, the mode is used to identify customers by construction bank of Qinhuangdao. Customers of commercial banks are analyzed using the model. Customers of commercial banks are classified using data mining techniques. According to classification results of the customer, this paper analysis currently status of customer relationship management in construction bank of Qinhuangdao, and proposes some methods to improve level of customer relationship management.