Segmentation Research For Commercial Banks Personal Financial Market Based On Customer Demand

Personal Financial Services, is based on customer preferences and risk tolerance,aiming to correspond with-the-client's financial plan, and to provide related products and services.On the one hand, thanks to the policy of reform and opening up, the nation's economy has been developing at considerably high speed, the rapid accumulation of residents provides a material foundation. On the other hand, the emergency of widespread financial research and application to commercial banks provides a theoretical basis. Besides, people have attached great importance to their quality of life,and the experience of the domestic and the foreign commercial bank give the practice foundation.This article is based on the market segmentation theory and factors which influence on customer demands, and then use cluster analysis method to do some deeply research on how to provide different products and services according to various customer demands. At last of this article, it provide some appropriate proposal to commercial banks on how to develop personal finance market.At first, we review the development of personal financial services, explain the definition and the classical financial theories. Then, it gives the common analysis of domestic market. The third part analyzes the market demand and the behavior of the consumers. In this part, it used a special model to value the chance and threat which commercial banks confront with, and also introduce the influential factors, including the Marco, the middle, and the micro. Our commercial banks should positively develop the priority to get big profit. The forth part of this article emphatically elaborated the customer's demand through the relevant analysis. Then,it does some empirical research according to geographics and demographics factors. It uses the SPSS software to do cluster analysis, come to a conclusion and give some explain to every customer cluster.In the end, the purpose of this article is to show us that due attention has to be paid to the customer service strategy. It is imperative for commercial banks to take drastic measures, and gives the suggestions of market segmentations and market position.