A Village Bank Customer Development Study

The Nineteenth National Congress pointed out that rural financial institutions should give full play to their advantages in serving “agriculture,rural areas and farmers” and support local micro,small and micro enterprises.At the same time,they must also vigorously support regional economy,project construction,new rural construction,and industrial development,with a pragmatic style.The spirit of innovation vigorously promotes business innovation and development,and strives to provide comprehensive,efficient,and quality financial services for local residents and local economic development.As the main force of rural financial institutions,rural banks also need to take “three rural issues” as their own responsibility and use their own advantages to develop rapidly.However,the development of rural banks is not an easy task.This paper starts from the perspective of customer behavior analysis and studies the current situation,problems and causes of the development of customer banks in villages and towns.It hopes to help our village banks develop more targeted customer-based behaviors.Analyze the client development strategy to make greater contributions to the "three rural" construction.Through the study,this paper draws the following conclusions: In the original rural financial market,the high-end more affluent customer business is large,is the stability of large and medium-sized commercial banks,the middle customer market has long been rural commercial banks,rural cooperative banks and Rural credit cooperatives,low-end customers tend to financial needs smaller.Village banks in this environment to expand their business,to seize the market,is bound to intensify competition,its visibility,service satisfaction should be weaker than large and medium-sized commercial banks,in addition to the rise of Internet finance to the village banks have brought no small impact.The author uses the decision tree and the clustering algorithm to analyze the repayment behavior of 50 loan customers and 50 credit cards of A village and village bank.It is found that education and age are the main factors that restrict the repayment of loan customers,and the credit limit is the restriction of credit card customers Repayment behavior of the main factors.A customer management strategy;Effective collaboration of customer service channels;customer credit assessment and risk warning;to strengthen marketing staff training,improve customer satisfaction;grasp the policy opportunities,rapid access to rural markets.