Study On The Segmentation Management Of Tian Shan Commercial Bank' Individual Customers

Commercial banks are facing increasingly fierce market competition and complex changes in the external environment,and meeting the unprecedented challenges in the trend of global economic integration.Under the multiple pressures,individual customers,as an im portant part of our commercial bank customers,has be come the focus of com mercial banks at home and abroad.Howe ver,not al l customers are able to crea te value for commercial banks.Therefore,how to e ffectively categorize individual customers to realize the different management is an important way to improve the efficiency of resource allocation and get sustainable competitive advantage for domestic commercial banks.Based on the existing theoretical research results,this paper constructed the evaluation index system of individual customer value of commercial banks.Combined with the Tian shan rural commercial bank specific application case,based on the collected 519 bank individual customer,this paper applied the methods(including AHP,clustering analysis and discriminant analysis)to accurately categorize individual customers.Finally,on the basis of the cl assification results,according to the characteristics of each type of customer base,the corresponding classification management strategy was proposed.Specifically,this study mainly draws the following conclusions:(1)combined with customer life cycle theory,from the individual customer current value and potential value two aspects of evaluation of commercial bank individual customer value,all-round and multi angle of individual customer value evaluation index system was constructed.The index system covers profit contribution,the volume of business,cost saving,growth,loyalty and risk degree of 17 can be operation indexes,makes commercial banks comprehensively and objectively appraises individual customer value,the different value of the individual customer science reasonable distinction.(2)using AHP,cluster analysis and discriminant analysis method,we can achieve the classification of individual customer's science.First us es level analysis method to determine the weight of i ndividual customer value appraisal index,secondly by clustering method of 519 households individual customer clustering analysis,combined with the discriminant analysis method to exam ine the clustering analysis results,that both consistent rate was 95.4%.Finally,the Tianshan rural commercial bank 519 households personal customer is divided into six categories of customer base,and to each customer group were more specific segment.These results indicate that AHP,cluster analysis and discriminant analysis can make up for the defects of single use of these methods,to achieve the precise classification of individual customers.(3)based on the classification results,this study combined with the characteristics of each type of customer base,put forward the corresponding management strategy of classification,such as for "Taurus" customer base,the bank personal customer management department should invest resources,fully tap the existing value,extend its for the ba nk to create cash flow and profit of duration,and expand marketing channels,to prov ide a variety of financial products,cultivate the customer group of the next room for growth.These suggestions can provide reference value for commercial banks to achieve personal customer relationship management practice.