| With the development of economy, the original market pattern was broken, the formation of a buyer’s market further intensified enterprise resource integration of the pressure, the customer has become the main focus of competition in the banking industry. Customer lifetime value is the enterprise to distinguish the customer, will be limited resources to really high value customers, and then win the premise of higher returns for the enterprise. The value of customer focus is the starting point of customer relationship management strategies. Research on customer lifetime value is the basis of customer relationship management. If you are unable to evaluate and quantify the value of customer life cycle, it is difficult to accurately and effectively identify the valued customers, more do not talk to go up for the difference operation to the customer.Based on the theories of customer lifetime, studies customer value evaluation model on credit card in Chinese banking from two perspectives, customer lifetime value and customer behaviors.Firstly, the disquisition introduces three theories:research situation of customer lifetime value measuring on credit card in Chinese banking; customer lifetime value computing models and application research methods and application of data mining.Secondly, the disquisition improves customer life time value model to put forward a new model which considers effect. Then the disquisition analyzes customer lifetime value model of credit card industry based on the characteristics of customers in credit card industry.Finally, combined with the practical business application case of A bank for empirical research, fully validated the use value model is to solve customer management efficient means of alienation. Value model research and practice based on the credit card business can bring greater value, and the contribution of science and technology in the production of the play, need more, more solid data mining. |
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