文档介绍：摘要随着经济全球化时代的到来,银行业市场竞争加剧,越来越多的商业银行开始重视对客户关系管理理论的运用,加强对客户终身价值的关注与分析,利用银行有限的资源留住最有价值的客户。公司客户作为银行利润增长的重要来源,如何评估公司客户的终身价值已成为银行关注的焦点。现阶段,银行与公司之间正在建立一种双赢关系,一方面银行不断提高自身服务质量,完善管理系统,为公司提供先进的金融产品和完备的金融服务:另一方面,公司在国家宏观经济发展的浪潮中,不断加强自身实力,增加与银行的业务交易量,为银行创造利润价值。本文主要内容包括:首先通过对国内外相关文献的阅读和分析,对客户终身价值理论和客户细分理论进行了概述和总结。其次,介绍了商业银行公司客户的管理现状,再此基础上构建了银行公司客户终身价值评估体系,并对公司客户进行了定性细分,指出不同客户群应采取的营销策略。再次,从定量角度研究公司客户细分,对指标评估体系中的定量指标和定性指标采用打分法进行计量,利用层次分析法确定各构成指标的权重,最后,结合中国银行C支行的部分数据进行实际举例分析,计算出不同公司客户的终身价值,运用聚类分析法,对客户进行定量细分。通过对客户终身价值评估指标体系的构建和客户细分的研究,使商业银栏T“,区分不同价值客户群体,将银行有限的资源用于有价值的公司客户,实现以最小的成本获得最大的收益,提高银行整体的竞争力。关键词:客户终身价值商业银行客户细分营销策略 Abstract With theprogress ofglobaleconomy,banking petition e serious,more and mercial banksbegin topay attention totheapplication of customer relationship management,and strengthen theattention andanalysis ofcustomer lifetimevalue,in order to use thelimited resources customer is the main source of bank profits,S0 how tO aSSeSS acorporation customer’Slifetimevalue es thefocusofbank thepresent stage,banks andcorporations are gradually establishing an win-win relationship,on one hand,banks continue toimprove service quality,perfect management system,provide advanced products plete financial service forcorporations,and on theotherhand,in thetideofnationalmacroscopic economic development,corporations strengthen theirstrength and increase volume of businessandtransactions,to create value forbanks. Themain contents of thispaper include: Firstly,throughreadingandanalysis of the domestic andforeign literature,to overview customer lifetimevalue theory andcustomer segmentation ,introduce thesituation mercial bank’Scorporation customer management,on thebasisofthis,construct bank corporation customer lifetime valueassessment system,to segregate customers fromqualitativeaspects,andpointed outthat banks should develop diversemarketing strategy anddevelopment strategy according to different cu