A Study On The Application Of Customer Loyalty In Securities Industry Based On Data Mining

With the development of the marketing in securities industry in China, the securities companies try to convert Pull Marketing to Push Marketing and make Personalization Marketing have the correct target consumer group. It can advance the marketing service quality and bring more consumers and profits to the securities companies. In this process the securities companies realize that customer loyalty has a great effort on Personalization Marketing so they want to have an effective way to do the application of customer loyalty for Personalization Marketing. Under this situation the thesis's study is mainly about the application of customer loyalty in securities industry based on data mining.This thesis's study is based on the customer loyalty theory and data mining technology. It analyzes industry background and does a deep research about the customer loyalty in securities industry. The study includes defining the classes of customer loyalty, researching the particularity of customer loyalty in this industry and defining the methods and operation processes of data mining. It mainly focuses on analyzing the customer trade behavior in securities industry, designing the customer loyalty assessment architecture in this industry and issuing the practical data mining methods and data mining processes about the application of the customer loyalty assessment architecture in this industry.Based upon the theoretical study, this thesis analyzes a real-world case of customer loyalty assessment of ** securities company in details. It demonstrates the data mining process about the application of the customer loyalty assessment. Meanwhile, with the data mining results it proposes the Personalization Marketing advices of every customer group in different customer loyalty. This application gives out a practical way to improve the marketing strategy of securities companies and to advance the management idea of securities companies.The last part of this thesis does a summary about the thesis's study and addresses some ideas about technology and application prospects of customer loyalty research...