Chinese Commercial Banks To The Retail Customer Lifetime Value Discovery And Management

From the perspective of China commercial banks' retailing business developing status, this article analyzes and sums up the China retailing banks current management level towards retailing customer's value, based on which the necessity of customer lifetime value management is proved. Following the instruction of literature, a set of definition system is summarized out firstly to provide retailing bankers a clear vision about what could the lifetime retailing customer's value include. And then two models are constructed trying to visualize and sequence customer's lifetime value. With the data from an anonymous China commercial bank, the models are preliminarily tested effective and operable under certain assumptions. Thus, finally some retailing bank marketing suggestions are provided based on the operability of customer lifetime value measurement and management.