Comprehensive Evaluation For High-net-worth Clients’ Behavior Based On AHP

Nowadays the high-value customer management has constituted the main profit source of commercial banks, and the competition for those customers has also intensified. However, in the high-value customer marketing development, there are some problems. For example, customer demand is not accurate to grasp, and the cost of bank account management presents a trend of no difference. Besides, the positioning of high-value customer standards has no criterion, and it lacks of a sustainable management mechanism. Furthermore, the cost of customer maintenance is too high. At last, the staff’s idea of marketing value is not strong and the market expansion measures are too radical. How to retain customer assets is an imminent problem of all banks. Therefore, it has a very important practical significance that how to discover the behavior characteristic of high value customers and make corresponding decisions according to their behaviors.The thesis starts from an overview about the research background and significance, classic research methods as well as its relevant theory. It analyzes the corresponding statistical data of deposit behavior of bank customers and reviews the relevant literature for the following researches. Then, it obtains a model for fuzzy comprehensive evaluation using realistic data from Ping An Bank Co., Ltd. In order to establish the model, the analytic hierarchy process is used to estimate the weight of influence factors. Finally, the characteristics of the customer deposit behavior are analyzed and forecasted based on the obtained model.