Research On Market Segmentation Method Of Bank Individual Customers Based On Customer Value And Customer Stability

With the opening of Chinese Finance industry gradually, the fight between Chinese banks and foreign banks is focusing on the individual customer, which is an important part of commercial bank's customer resources. Meanwhile, commercial banks possess limited resources, they can't satisfy demands of all customers, and the commercial bank can't get the same return from every customer after satisfying each customer's different needs. However, most domestic commercial banks are weak in identifying good customers and customer marketing tactics now. They lack effective method to measure customers'value, can't segment customer appropriately and use different management and marketing tactics. Therefore, it is necessary to segment customer feasibly and scientifically and to distinguish customers of high quality.According to deeply analysing the theory of customer segmentation and its application researches on bank industry, we find that the conventional segmentation can't disclose customer's instinct value, further more it can't reflect the relationship between banks and customers and its quality neither. Because of these, taking account of problems that customer segmentation methods which domestic commercial banks applying are of single dimension, containing little information and weak in application at the same time, this paper starts with the research on customer value (CV) and customer stability (CS): first of all, set up the individual customer value evaluation system and depict its detail measurement; then put forward the customer stability system and also depict its detail measurement. After that, bring forward a three-dimension customer segmentation method based on customer current value (CCV), customer potential value (CPV) and customer stability (CS).Finally, put the customer current value, customer potential value and customer stability as the dimensions of segmentation, design a three-dimension customer segmentation model, and apply this model to a bank, segment customers into eight, describe their characters of each customer group respectively and make a comparision analysis, then give corresponding tactics of customer management and marketing.