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Survey of Customer Segmentation in P Bank Based on Data Warehouse

Author: YuanYe
Tutor: RongLiLi
School: Dalian University of Technology
Course: Business Administration
Keywords: Commercial bank Data warehouse Customer Segmentation
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 138
Quote: 0
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Abstract


Along with China's rapid economic development , the further deepening of the operations of foreign banks in China to carry out , the rate of expansion of the local commercial banks nationwide business gradually accelerated , increasingly fierce competition between commercial banks . The focus of competition in the inter-bank customers , effective segmentation of customers is a prerequisite to provide targeted services to customers . Banks must understand the value of existing customers , clearly and grasp quality customer resources , and to provide them with a more personalized and attractive services to enhance customer loyalty , and effective use of resources to produce the greatest possible benefits . Personal financial business as a new profit growth point of the commercial banks by increasing attention , also broken down to individual customers is particularly important , and this article will study the problem of the P bank personal customer segmentation . Bank data centralization , the introduction of data warehouse technology to enhance the banks overall management decision-making level , build customer relationship management systems , customer segmentation and a series of management decision-making applications provide a strong support . Of this paper is to put into application the premise the P Bank data warehouse to the P Bank Dalian Branch customer segmentation research objectives , using data mining techniques and tools , in order to build a reasonable and effective customer segmentation model to enhance the bank decision - making level of management . This paper first outlines the current situation of the commercial bank personal customer segmentation and the use of data warehouse technology after elaborate commercial bank customer segmentation theory and data mining technology , and then establish a the P bank personal customer value evaluation model and evaluation of customer segmentation based on customer value as the use of data mining methods to build data marts , the framework P Bank clustering analysis model , successful bank personal customer segmentation and a description of the property segments , and to out recommendations for the marketing of the sub-groups . Results for P Bank customer relationship management , maintenance of valuable customers to explore customer potential , improve customer value and loyalty have important theoretical value and practical significance .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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