Commercial Bank Individual Customer Value Evaluation And Promotion Method

Under the background the rapid economic of development in today, with China financial sector fully opening, it attracts a lot of foreign banks to join the competition among China's banking industry, which will undoubtedly bring great pressure on this highly competitive in China's banking sector. Banks know that high-quality customers resources is the guarantee of Banks to survive, Creating benefits for the bank customer accounts for only about 20% of the total number of customers, only to seize high-quality customers in order to achieve the interests of the bank. But how to identify high-quality customers effectively becomes a big problem that banks need to solve, this article will deeply analysis factors of personal customer's value in Commercial Bank systematically,to find the key factors' evaluation indexes which affect personal customer's value, thereby establishing the relevant evaluation model to put forward a method to promote the personal customer's value Finally.Firstly,by collecting researches of experts at home and abroad on customer value,we probably understand the research status on customer value: most of the study of customer value are mainly concentrated in industrial companies or consumer industries, on the study of commercial bank customer value is not perfect enough, in the analysis of the influence factors of customer value is only pay attention to monetary value, ignoring the effect of other factors.Secondly, through in-depth analysis of customer value theory, we know clearly about the meaning of customer value, customer value division and four widely used customer value evaluation method, by comparing 4 methods found in evaluating customer value has some limitations.Thirdly, by means of the description about the present situation of S branch customer value evaluation and the problems appeared in the process of customer value evaluation, put forward S branch the urgent task to be solved, to set up a set of suitable for S branch individual customer value evaluation system. Abandon customer assets to evaluate customer value idea, divides customer value into the current value and potential value, further find the key factors that affect the current value and potential value indicators, combining S branch status correlation analysis model is established for S branch individual customers customer value analysis, finally it is concluded that for customer segmentation based on individual customer value, all customers can be divided into A, B, C, D four grades, per customer character level.Finally, through deeply analyzing the characteristics of the different categories of customers, find out the corresponding customer value enhancement method, finally to improve S branch existing stock of customer total value goal, makes the S branch quality customer number in the same scale of the highest in the branch, for the branch to lay a solid foundation for long-term development.