Research Of H Bank Customer Segmentation And Marketing Sales Strategy Based On Clustering Analysis

As the global economic recovery, launched a fierce competition between Banks, to be sure, the result of competition is the market for the customer to break up, for the banking industry, the most important is not the assets, but the customer, who mastered the customer, and who holds the future opportunities and wealth. How to keep former customers and win new customers in the rapidly changing markets has become a key for banks’growth and development, customer-centric is the core value of CRM, however, how to successfully implement a CRM project, the key lies in how to interact with customers and banks in the process of a variety of data collection, analysis, implicit dig out useful information, and then analyze the result to make decisions which need the support of advanced technologies and tools, the emergence of data mining technology to provide a good technical support for the bank CRM implementation.This paper firstly point out the background and significance against its theme, then elaborate on several related theories, such as:CRM, Client classification, Data mining and so on. Following, it uses H bank’s some customer information as background to analyze its existing customer classification management and figure out some shortcomings, then building data models according to two dimensions of customer value:Customers activity intensity and bank earnings, using K-Means algorithm to analyze customer consumption behavior, bank deposit receipts, consumer income and other indicators, elaborating on mining methods and processes, relating to its real business and using the two dimensions to do the research work base on the clustering results, building customer segmentation dimensional model, ultimately, these customers subdivided into 9 large customer clusters, developing differentiated marketing strategies for each customer group, so as to achieve product and services targeted, fight to maximize customer satisfaction and retention of valuable customers, improve customer hierarchy purposes. The empirical results show that the bank is based on customer value evaluation method proposed is more simple and practical, can be evaluated as H bank customers to provide decision support.