Research On Corporation Customer Segmentation Of Commercial Bank Based On Customer Lifetime Value

With the progress of global economy, banking market competition become serious, more and more commercial banks begin to pay attention to the application of customer relationship management, and strengthen the attention and analysis of customer lifetime value, in order to use the limited resources to retain the most valuable customers. Corporation customer is the main source of bank profits, so how to assess a corporation customer’s lifetime value becomes the focus of bank business. At the present stage, banks and corporations are gradually establishing an win-win relationship, on one hand, banks continue to improve service quality, perfect management system, provide advanced products and complete financial service for corporations, and on the other hand, in the tide of national macroscopic economic development, corporations strengthen their strength and increase volume of business and transactions, to create value for banks.The main contents of this paper include:Firstly, through reading and analysis of the domestic and foreign literature, to overview customer lifetime value theory and customer segmentation theory. Secondly, introduce the situation of commercial bank’s corporation customer management, on the basis of this, construct bank corporation customer lifetime value assessment system, to segregate customers from qualitative aspects, and pointed out that banks should develop diverse marketing strategy and development strategy according to different customer groups. Thirdly, researching customer segmentation from quantitative aspects. By using scoring standards to measure quantitative and qualitative index, and determining the weight of each index by Analytic Hierarchy Process method. At last, combining with part of data about C branch of Bank of China to make example analysis and calculate different customers’lifetime value, then apply clustering analysis method, to make quantitative study about customer segmentation.By researching of customer lifetime value assessment index system and customer segmentation, commercial bank can calculate corporation customer lifetime value more accurate, and distinguish different value customer groups, so banks can use limited resources for valuable customers, achieving the goal of receiving maximum revenue with minimum cost, furthermore improving banks’overall competitive ability.