Research On Customer Segmentation And Marketing Policy Of Private Banking

Reform and opening up 30 years of development,the economy of China has made great progress,the wealth of domestic residents increased rapidly,high net worth clients crowd gradually form and develop,it is the solid foundation for China's private banking business.At present,our country economy into a "new normal',GDP growth is slowing,non-performing loan balance payable;interest rate market reform deepening,the commercial bank deposit and lending spreads narrowing,internal and external environment to promote commercial Banks must speed up the transformation.The high growth of the private banking business,high profit margin,lower capital requirements,it has become the strategic business Banks compete to development.In this paper,on the basis of the theory of customer segmentation,segmentation was studied for the Y branch of private banking clients,is put forward to the Value of private banking clients(Value),the Risk to bear ability(Risk)of the private banking clients,private Banks,the Liquidity needs of customers(average)as the customer segmentation based on VRL subdivision model,and according to the model,using SPSS statistical software clustering features,the Y branch of private banking contract customers are classified.According to the customer segmentation result using the STP theory put forward the corresponding marketing policy and implementation of security measures,,in order to has a certain guiding role in the development of private banking business in China.In this paper,structure roughly as follows:The first chapter,introduction,the development of private banking business of our country introduces the research background,significance and purpose of the review of the literature of home and abroad.The second chapter,the basic concpt of the private banking business and customer segmentation theory,introduced the basic concept of the private banking business,the customer segmentation theory,standards,methods and significance are expounded.The third chapter,X bank private bank business development present situation,this paper summarizes the present status of the development of the private banking business in China,analyzes the characteristics of the domestic private banking clients,related to the status quo of X bank private banking business development,the definition of related business,the development bottleneck problem facing advantage and do the analysis.The fourth chapter,private banking customer segmentation study to Y branch as an example,the problems existing in the development,and on the basis of the theory of customer segmentation,build the VRL model of private banking customer segmentation,according to the segmentation model,using cluster analysis function of SPSS statistical software for all private Banks signed Y branch customers for the study of segmentation.The fifth chapter,private banking business marketing policy for the selection and implementation of security measures,according to the result of customer segmentation in the previous chapter,the choice of the target customer base and market positioning,and proposed the corresponding marketing policy and implementation of security measures.The sixth chapter,summarizes the full text.May be the innovation of this paper lies in:one is on the basis of the theory of customer segmentation,on the basis of RFM subdivision method,according to the characteristics of the private bank clients,put forward according to the value of private banking clients,private banking client's risk tolerance,and private banking client's liquidity needs three latitude for segmentation model VRL private banking clients.The second is the Y branch of private banking clients deal data,the asset allocation situation,to carry on the processing,the private bank customer value,the private banking client's liquidity risk to bear ability and private banking clients demand three latitude data needed for customer segmentation model.Third,according to the result of private banking customer segmentation,targeted to the Y branch of private banking business development countermeasures and Suggestions are put forward.The deficiency of this article,it is difficult to obtain due to private banking clients data,only for the private bank customer value,the private banking clients liquidity risk to bear ability and private banking clients demand segmentation study three latitude,the second is customer data only from the Y branch,this paper analysis result may be due to the data sample is not enough and there is a deviation.