Research On The Management Of Individual Customers Of Commercial Banks

Commercial bank competition is the competition of customer resources, in recent years,China's commercial banks will be how to better serve customers is the key to enhance the competitiveness of the market. Especially with the development of the financial market, the customer has become the leading force in the market, the commercial banks have to pay more attention to the customer management, all existing customers in mining resources to protect the, trying to find new target customers, based on customer resource segmentation, according to the different needs of different customers, targeted research and development of a variety of related products, improve the customer satisfaction of commercial bank. However, the design of bank to launch differentiated products, at least the task is to classify customers, such customers is directly related to the bank's product marketing and profits, is directly related to the bank's survival and development. Different customers have different needs, if commercial banks lack of product changes, it can not win customers favor of products. Therefore,commercial banks should be based on customer demand differences, effective segmentation of customers, the limited resources used on the blade, into key customers, to create more customer value. According to the related theory of customer relationship management,combined with the actual situation of commercial banks, through a comprehensive and detailed analysis, for domestic banks to strengthen customer relationship management,improve the level of customer segmentation index analysis. In the study reviews the commonly used commercial banks' customer segmentation index, using empirical analysis,using the related customer C bank investment banking business in the basic data and related original transaction data, the method of Shen clustering analysis, customer segmentation criteria have been studied, explored the new segmentation criteria. Clustering analysis is based on the characteristics of things related attributes, things will be gathered into a number of categories, the classification of data analysis. From the current research, clustering analysis in the commercial bank customer segmentation effect is good, has good guiding role.Therefore, this paper uses the method of cluster analysis to put forward the customer segmentation reference standard of commercial banks. Combined with C bank customer segmentation management case, customer relationship management analysis, customer segmentation standards, C bank customer management put forward some targeted suggestions.