客户属于银行运营发展的重点，近些年，我国银行始终在探索怎样进一步服务客 户，从而有效吸纳高质量客户。伴随市场经济的日渐成熟，金融市场开始逐步进入买 方市场，这种转变敦促银行更加重视客户管理，对客户进行细分，结合各类客户，推 出具有针对性的差异化产品，深度发掘目前已有客户的价值，吸引新的客户，增强客 户的满意感。 银行要开发具有针对性的业务，应当首先细分客户类型，而客户细分效果会对客 户的满意感产生直接影响，进而影响商业银行的进一步发展。各类客户对于业务的需 求是不一样的，固定化的产业类型没有办法获取客户的认同。所以银行必须以客户差 异作为基础，高效开展客户细分，把已有的资源有目标、有规划的投放在不同客户群 体中，完成银行资源的改善，带来更丰厚的客户价值。 本文依据客户关系管理理论，基于商业银行的实际情况，针对我国银行目前细分 客户的实际情况展开具体探析，对客户细分的有关指标加以整理，同时借助实证研究 手段，运用MS银行的客户信息及其同该行交易的原始数据，分析客户细分标准，探 究全新的细分标准。 本文认为现在MS银行将客户资产规模当作标准来细分客户的方法太过单一，并 未结合客户多样化的需要。在现实中，MS银行应当将客户的心理特征，关系特征等 信息纳入客户细分的体系之中，实现科学细分，从而精准营销。 关键词:商业银行；客户细分；客户价值；客户生命周期 III ABSTRACT Customersarethefocusofbankingoperations.Inrecentyears,Chinesebankshave beenexploringhowtofurtherservecustomers,thuseffectivelyattractinghigh-quality customers.Withthematurityofthemarketeconomy,thefinancialmarkethasgradually enteredthebuyer'smarket.Thischangeurgesbankstopaymoreattentiontocustomer management,segmentcustomers,combinevariouscustomers,andlaunchtargeted differentiatedproducts.Customervalue,attractnewcustomersandenhancecustomer satisfaction. Todevelopatargetedbusiness,banksshouldfirstsegmentcustomertypes,and customersegmentationeffectswillhaveadirectimpactoncustomersatisfaction,whichin turnwillaffectthefurtherdevelopmentofcommercialbanks.Theneedsofvarioustypesof customersaredifferent,andthereisnowayforthefixedindustrytypestogaincustomer recognition.Therefore,banksmustusecustomerdifferencesasabasistoefficientlycarry outcustomersegmentation,targetexistingresourcesandplantoplacethemindifferent customergroups,andimprovebankresourcestobringmorelucrativecustomervalue. Basedonthetheoryofcustomerrelationshipmanagement,thispaperanalyzesthe actualsituationofthecurrentsegmentationofcustomersinChinabasedontheactual situationofcommercialbanks,andsortsouttherelevantindicatorsofcustomer segmentation,andusestheempiricalresearchmethodstousethecustomerinformationof MSBank.Andtherawdataofthetransactionwiththebank,analyzecustomer segmentationcriteria,andexplorenewsubdivisioncriteria. ThispaperbelievesthatMSBank'sapproachtosegmentingcustomers'assetsasa standardistoosingularanddoesnotcombinetheneedsofcustomers.Inreality,MSBank shouldincorporatethecustomer'spsychologicalcharacteristics,relationshipcharacteristics andotherinformationintothecustomersegmentationsystemtoachievescientific segmentationandthusprecisemarketing. Keywords:CommercialBanks;CustomerSegmentation;CustomerValue;CustomerLife Cycle V 目录 摘要......................................................................................................................................I ABSTRACT..........................................................................................................................III 第一章绪论......................................................................................................................-1- 1.1研究背景.....................................................................................................................-1- 1.2研究的目的和意义.....................................................................................................-1- 1.2.1研究的目的.......................................................................................................-1- 1.2.2研究的意义.......................................................................................................-2- 1.3本文的研究内容和论文结构.....................................................................................-2- 1.3.1本文的研究内容...............................................................................................-2- 1.3.2本文的结构.......................................................................................................-3- 1.4本章小结.....................................................................................................................-3- 第二章客户细分理论研究综述......................................................................................-5- 2.1国内外客户细分的文献综述.....................................................................................-5- 2.1.1传统的主流市场细分方法...............................................................................-5- 2.1.2依据客户价值对客户进行细分的方法...........................................................-5- 2.1.3基于RFM的客户细分方法.............................................................................-5- 2.1.4基于信用度和贡献度的四象限客户细分方法...............................................-6- 2.2一般评价.....................................................................................................................-6- 2.3本章小结.....................................................................................................................-7- 第三章客户细分管理理论综述......................................................................................-9- 3.1客户细分概述.............................................................................................................-9- 3.1.1客户细分的概念...............................................................................................-9- 3.1.2客户细分的意义...............................................................................................-9- 3.2客户细分管理指标研究...........................................................................................-10- 3.2.1客户细分管理依据.........................................................................................-10- 3.2.2客户细分管理指标.........................................................................................-10- 3.3客户细分管理的方法...............................................................................................-11- 3.3.1客户细分管理方法总述.................................................................................-11- 3.3.2基于客户价值.................................................................................................-12- 3.3.3基于客户生命周期.........................................................................................-15- 3.4本章小结...................................................................................................................-18- VI 第四章MS银行客户细分管理现状及存在的问题.....................................................-19- 4.1MS银行及其客户细分管理SA系统简介..............................................................-19- 4.1.1MS银行简介...................................................................................................-19- 4.1.2MS银行客户细分SA系统简介....................................................................-19- 4.2基于SA系统的客户细分管理工作示例与分析....................................................-21- 4.3MS银行细分管理的问题分析.................................................................................-25- 4.3.1录入的客户数据不全面.................................................................................-25- 4.3.2客户分类标准单一.........................................................................................-26- 4.3.3差别化服务效果不明显.................................................................................-27- 4.4本章小结...................................................................................................................-28- 第五章MS银行客户细分管理系统应用改进措施.....................................................-31- 5.1健全客户信息库..........................................................