The Design And Implementation Of Customer Value Analysis System For Stockjobber Companies

With the implementation of the securities industry floating commission system, the state has increased the securities industry regulation, Stockjobber companies are engaged in a fierce competition in the market, service mode change from "no difference" to "difference service", high-quality customer resources become one of the main resources of major broakerages contest for. Based on the value evaluation of the clients,classifying customs and developing targeted marketing strategies on the development of securities companies is of great significance.In this paper,regarding customer value analysis as the research object, design and develop the value analysis system.The main research work as following:(1) It reviews securities brokerage business processes, main source of profit and income securities company, to build the evaluation system of customer value based on customer of the securities company contribution size, design evaluation index of current and potential value.(2) It analyzes the customer value need data scattered in the securities company business system, in order to make cluster analysis on customers, design data warehouse and build application database, providing data support for the evaluation of customer value and cluster analysis.(3) It uses J2EE, JAVA+SQL, ORACLE development platform,designing and realizing the securities company customer value analysis system, Applying the K-means clustering algorithm for clustering analysis on customers, data mining on the dispersion in the securities business system of customer information, dig out the group behavior of customers, find customers in common, and access to customer classification rule.At present, the customer value analysis system of securities company has been put into practice,operate stably and performance effectively. Practice shows that the customer value assessment model could calculate the different stages of the life cycle of customer value, to predict the classification accuracy for the customer, the prediction results for the securities company customer segmentation has certain reference value,and provide a reliable basis for securities companies to develop marketing strategies.