文档介绍：分类号: 密级:不保密 UDC : 学校代码: 11065 硕士学位论文基于客户忠诚度与终身价值的银行个人客户市场细分研究李宗倩指导教师高齐圣教授学科专业名称金融学论文答辩日期 万方数据摘要随着中国金融体制改革及对外开放的进一步深入,许多外资银行大量涌入,国内银行业的竞争变得越来越激烈,因此作为银行利润来源的客户资源成为各银行争夺的对象。但银行资源有限,不能满足所有客户的需求,并且不同的客户具有不同的价值,如何识别优质客户,对客户进行细分就成为银行研究的重点,这对提高企业盈利能力,增强企业实力有重要作用。本文对客户市场细分的相关文献及其应用进行了深入分析,介绍了客户市场细分的背景及意义。在借鉴前人研究的基础上,从客户忠诚度与客户终身价值入手建立了三维客户市场细分模型。首先建立客户忠诚度指标评价体系,利用层次分析法计算客户忠诚度指标权重并给出忠诚度评价值计算的具体方法;然后将客户终身价值分为当前价值与潜在价值两个维度,分别建立客户当前价值与潜在价值指标评价体系,并分别得到指标权重与评价值;最后基于以上三个维度建立客户细分模型。研究结果表明:利用三维细分模型可将客户分为八种类型,通过分析得到了不同类型客户的特点,由此提出相应的对策建议。本文建立的客户细分模型可以通过客户忠诚度来反映客户质量,也可以通过客户终身价值来反映客户价值,这为银行进行科学的客户细分及合理配置资源提供了一定的依据。关键词: 商业银行; 客户忠诚度; 客户终身价值; 层次分析法; 市场细分万方数据 Abstract With China ’s financial system reform and the further deepening of opening-up, many foreign banks flood in which makes petition in domestic banking sector more and more intense. So as the sources of bank ’s profits, client resources e the object which all the banks contend for. Meanwhile, commercial banks possess limited resources, they can ’t satisfy demands of all customers, and different clients have different values , thus how to identify valuable clients and c lients ’ segmentation will e a key study point for the banks, which plays an important role in increasing the bank ’s profitability and strength. The paper has a deep analysis on the previous documents about customer segmentation, and introduces the background and significance of the customer market segments . On the basis of previous study, a three-dimensional client market segmentation model is built, which is st udied from the point of customer loyalty and customer lifetime value. F irstly, the customer loyalty evaluation system is set up, which is calculat ed customer loyalty index weights by Analytic Hierarchy Process and supply detailed calculation methods of evaluation values .S econdly, customer lifetime value is divided into current value and potential value , and customer current and potential value evaluation system are set up base