摘要
本文突破国内商业银行细分目标市场惯用的客户基本财务变量,借鉴客户生命周期理论,按照客户年龄和行为特征进行多维度市场细分,将国内某商业银行的高端潜力客户先划分为三个年龄组,再根据客户三类交易行为数据:消费交易金额占比、存取款交易金额占比和投资交易金额占比,在各年龄组内再细分为三个异质群体。本文使用ANOVA方法对客户细分变量的特性进行了统计检验,应用描述性统计方法对这些子市场客户群体进行特征描述。本研究提出的多维度市场细分方法,能提升银行精确识别个人高端潜力客户的能力,有助于商业银行提出针对性的营销策略和做好营销资源配置,进一步降低银行营销服务成本,达到银行提升金融服务效率和增加经营利润的商业目标。
This paper,breaking through the commercial banks' traditional segmentation methods to use customers' basic financial variables,referring to the Customer Life Cycle Theory,conducts the multi-dimensional market segmentation according to customers' ages and behavioral characteristics.Firstly,researchers of this paper divide the high-end potential customers of an domestic commercial bank into three age groups according to their ages,and then divide each age group into three heterogeneous groups respectively according to the customers' three transaction behaviors' data,including the percentage of consumption amount,the percentage of deposit and withdrawal money and the percentage of investment amount.Moreover,this paper also does the statistical test of the segmentation variables through ANOVA analysis,and describes each segment's characteristics by the method of descriptive statistics.The multi-dimensional segmentation method,proposed by this paper,can improve banks' ability to accurately identify high-end potential customers,help the commercial banks put forward pointed marketing strategies and allocate marketing resources well,further lower the cost of banks' marketing services,and then achieve the goals of improving financial serving efficiency and significantly increasing the operating profit.
出处
《上海金融》
CSSCI
北大核心
2013年第3期101-105,119,共5页
Shanghai Finance
关键词
商业银行
市场细分
个人高端潜力客户
聚类分析
Commercial Bank
Market Segmentation
Personal High-end Potential Customer
Clustering Analysis
作者简介
王文硕，男，中国人民大学工商管理硕士，现供职于中国工商银行总行；
赵倩，女，中国人民大学商学院市场营销2011级硕士生。
