| With China’s financial system reform and the further deepening of opening-up, many foreign banks flood in which makes the competition in domestic banking sector more and more intense. So as the sources of bank’s profits, client resources become the object which all the banks contend for. Meanwhile, commercial banks possess limited resources, they can’t satisfy demands of all customers, and different clients have different values,thus how to identify valuable clients and clients’ segmentation will become a key study point for the banks, which plays an important role in increasing the bank’s profitability and strength.The paper has a deep analysis on the previous documents about customer segmentation,and introduces the background and significance of the customer market segments. On the basis of previous study, a three-dimensional client market segmentation model is built,which is studied from the point of customer loyalty and customer lifetime value. Firstly,the customer loyalty evaluation system is set up, which is calculated customer loyalty index weights by Analytic Hierarchy Process and supply detailed calculation methods of evaluation values. Secondly, customer lifetime value is divided into current value and potential value, and customer current and potential value evaluation system are set up based on above classification. Then, index weight and evaluation values are worked out respectively. Finally, the segmentation model based on the three dimensions is established.The results show that clients can be divided into eight categories by the three-dimensional client market segmentation model. Through analyzing, countermeasures and suggestions are put forward based on their different characteristics of clients. Customer segmentation model which is built in our paper can both reflect the quality of customer by customer loyalty, but also reflect the customer value though customer lifetime value. It can provide some basis for banks to segment clients and allocate resources reasonably. |
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