The Analysis Of Postal Finance Customer Value

With the reformation of postal finance, individual customer is becoming an important part of postal finance customer resource, as well as the competitive focus of Chinese and foreign banks.Currently, the products and service that postal finance provides to individual customer is lack of customization, besides, they all own the following weakness:low ability in identifying high-quality individual customer as well as simple marketing strategy. The main reasons include inefficient means of measuring individual customer's value, marketing strategy which fail to segregate customers accurately in addition to implement differentiation. However, postal finance has already done data centralization, it has collected abundant customer data so far and has been constructing data warehouse step by step. Therefore, it is of great importance on considering how to make full use of the massive postal finance's customer data, mining the useful knowledge which has been hidden away and offering powerful support to the development of personal bank affairs in postal finance. Under this circumstance,data warehouse and data mining technology are introduced. In postal finance, constructing customers-centralized data warehouse, in addition to applying data mining technology to analyze customer data and transaction data scattered around various traction information systems, have becoming the most powerful weapon to strengthen postal finance.This paper put forward a customer value analyse model based on customer contribute profit,transaciton amount and transaction frequency,. The paper applies the model to miner and analysis of bank personal customer subdivision, which classified the customer using K-Means. Kohonen clustering methods, then trains the classified customer's data using C5.0 decision tree model, generates classified rules and makes cross verification on generated classified rules.This research delivers some suggestions for postal finance to develop individual bank traction, segregate customers. This paper can also be beneficial for differentiation service strategy, enhancing service quality and competition participation.