The Evaluation Research On Credit Card Customer

C bank is a state-owned joint-stock commercial banks, has accumulated10years of experience in the credit card business and customer base, but in terms of customer management is facing many problems, on the one hand, C bank, although aware of the importance of credit card customer management, but the lack of effective means ofquantitative evaluation of customer value; on the other hand, because cannot identify customer value, leading tohierarchical management can not be differentiated to the customer. In the review of customer value related literature.found that at present a lot of customer value theory in model design and index selection has great randomness and variability, is difficult for application of C bank in practice. In addition, the customer value evaluation index pays more attention to the profit value, while for some potential such as reputation values, word-of-mouth communication value of non financial value reflected less, not a comprehensive study of customer value.Therefore, this paper focuses on "how to accurately assess the credit card customer value" this problem, based on literature theory, combined with the reality of the credit card industry characteristics of C and the bank has done the thorough research, built and revised the reasonable, workable credit card customer value evaluation index system, and the C bank customer samples to carry out empirical research, and puts forward the different management strategies. The more accurate assessment of the value of credit card customers, realize the classification management and strategy of credit card customerformulation, provides the dual utility theory and application level.The research achievements of this dissertation could be summarized as below:(1) constructed the credit card customer value evaluation index system. From the connotation of the innovation,introduced the reputation value, proposed the credit card customer value constitute the three elements of the current value, potential value and reputation value. Combined with the credit card industry actual situation and the characteristics of C bank, design the value two criteria for revenue, cost and profit. According to the connotation ofpotential value, design the potential value of two standards, respectively, ability value, growth ability, loyalty value and credit value value. At the same time, combined with the practical application of design of the final index and itsproperties. Then, in order to build a scientific model, through exploring factor analysis system, standard fixedcustomer value evaluation index system and the model of credit card.(2) the weight setting, obtains the customer value evaluation, and analyzes the relationship between credit cardcustomer value. First, using analytic hierarchy process, the weight of each index is calculated corresponding methodcombined with principal, objective. Secondly, by using correlation analysis method,773customer data sampling of C bank, found the relationship between the current value and potential value of reputation value, no correlation with other two kinds of value. That is important, the potential value of credit card customer value analysis.(3) segmentation and multi dimension analysis of C bank credit card customer sample773. First of all, usingclustering method to credit card customers fall into three categories:low value customer (low current value, potential value low, reputation value, customer value (low) current value is high, the reputation of high value, high potential value) and the customer potential value (current value is low, the reputation value of low, high potential). The lowvalue customers that C bank data sample accounted for the vast majority of. Secondly, further subdivision of the low value of two indicators:the ability to buy the dimensions of customer value, loyalty value and credit value, using theclustering method is divided into eight customer groups, most of which has the potential value of the customers.Finally, the proposed C bank in the actual application needs for customer potential value for mining and stimulate theconsumption potential, the current value. Customer value is the best customers, few in number, the bank should focus on. For low value customers, if the bank’s own poor status and development potential is limited, can take up strategy.(4) in order to further study the new introduction of reputation value for the real effect of the potential value of thesurface, study the correlation analysis of the potential value of purchasing power, the value of credit and loyalty valuethree two level index and the reputation value, found a significant positive correlation with the reputation value loyalty value, thus the reputation value in the credit card customer value the evaluation system and the customermaintenance and management is very important, is of great significance for the study of credit card customerreputation value, the credit card issuing banks need to be highly valued.(5)The dissertation puts forward three types of differentiation management in the process of organizational customer’s management of enterprises. The strategy differentiation takes the present and potential values as the classification basis with the aim of differentiated management towards organizational system,management empower as well as prioritized level of process due to different organizational customers;the differentiation of marketing resources allocation takes the value of purchasing capacity and loyalty as the classification basis with the purpose of reaching differentiation management due to reaching marketing plans,the construction of marketing team and the deployment of customer’s manager;the credit extension differentiation takes the value of credibility and loyalty as the classification basis with the aim of reaching differentiation management due to risk management like overdue arrears and repayment period concerning different organizational customers.