文档介绍：基于聚类分析的客户关系管理
——XX银行重庆分行案例分析
CRM Based on Clustering
——A Case Study
研究生:卢闯
Post Graduate: Lu Chuang
指导教师:李勇副教授
Supervisor: Associate Prof. Li Yong
重庆工商管理硕士学院
Chongqing College of Master of
Business Administration
二OO八年十一月
Nov. 2008
摘要
经济全球化,金融市场开放与竞争,信息技术突飞猛进,银行业务的发展,促进了CRM在金融服务行业广泛运用。金融机构正在应用把客户关系管理,整合客户信息资源,发掘客户价值,为客户提供更加快捷、周到的产品和服务,提高客户满意度和忠诚度,吸引更多的客户,最终实现自身收益的最大化。
在这种形势下,如何细分客户,通过从客户的交易中了解客户喜好,进而进行差异化管理,成为银行面临的重大挑战。我们通过先进的数据挖掘技术分析现有客户的需求、爱好等,针对性的提供个性化服务,以改善银行客户经理的营销手段,提高银行的经济效益。
XX银行重庆分行自成立以来,一直致力于客户的差异化服务,提升客户的满意度,取得良好的市场业绩。随着金融业的激烈竞争,外资银行进入中国市场,XX银行重庆分行的战略发展需要提升客户的服务质量,以适应激烈的市场竞争,保持行业的领先地位。
本文根据XX银行重庆分行现状和实际抽样数据情况,明确了在数据分析和处理方面存在的问题和不足,分析了XX银行重庆分行的客户现状。在SAS聚类分析上,从信息技术和客户关系管理相结合的角度出发,对银行客户进行分类,找出不同类型客户的行为特征,以此对不同类别的客户制定相关的客户关系管理策略,提供有针对性的差异化个性服务,以使XX银行重庆分行在激烈的金融市场竞争中获得大的收益,立于不败之地。
关键词:数据挖掘,聚类分析,客户分类,客户关系管理
Abstract
The globalization of the economy, liberalization petition of financial market, advances in information technology, development of banking and business which promote CRM wider application in the financial services industry. Financial institutions are regarding customer relationship management as a strategy, through the integration of information resources. Bank will improve customer satisfaction and loyalty and maintain and attract more customers maximize their own profits at last.
Under such circumstances, how to cluster customers and how to understand customers’ characteristics achieve the differentiated customer management strategy all which will be the major challenges. We could raise bank’s economic efficiency, through advanced data mining analysis of existing customer needs, preferences, etc.
Chongqing branch of the XX mitment to personalized customer service since its establishment and made good market performance. With the petition in the financial sector, foreign banks enter the Chinese market. Chongqing branch of the XX bank need to apply high-tech software in order to meet the fierce petition, and maintain industry