Commercial Bank Customer Segmentation And Applied Research

As foreign banks are entering because of our country's joining into WTO, the pressureour financial industry is facing is becoming bigger and bigger. Customers are the focus ofcompetition between banks, especially those high quality customers who can provide thebank with bigger contribution. According to the Parento Principle, high quality customersare beginning of profit. Banks which own the majority high quality customers own thecompetition advantage. Especially when the leading power in the market has changedgradually from bargainers to purchasers, bankers must understand the existing customers'value, search for the object client, dig out potential customers and do customersegmentation, and develop new products to fit customers' needs. At the same time defineone's own high quality customers, and provide them with more innovative services, so thatwe can develop the biggest effect making use of limited resources.So this article provides with a bran-new custom segmentation method. The innovation ofthe article is its breakthrough in the deficiency in domestic traditional segmentation methodwhich barely based on vital statistics theory, and researched into the calculation model ofcustomer lifestage, provide with a new segmentation model which focus on customers'lifestage value and custom value. So we suggest to divide customers into five groups whichare high quality, key, common, betraying, and losing customers.In the last section of the article, the writer applied clustering analyze method actuallymaking use of And the writer made use of questionnaires. Making use of K-means methodto validate the segmentation model, the result is ideal and more authentic and exact thanbarely making use of other data. At last, the article provided with segmentation results,along with event-based marketing strategies according to different customer groups. The conclusion is: making use of CLV as a key element of segmentation can not onlymake segmentation more effective, but can also clearly define the current needs ofcustomers.