银行客户分类

基于聚类分析的客户关系管理——XX银行重庆分行案例分析CRMBasedonClustering——ACaseStudy研究生：卢闯PostGraduate:LuChuang指导教师：李勇副教授Supervisor:AssociateProf.LiYong重庆工商管理硕士学院ChongqingCollegeofMasterofBusinessAdministration二OO八年十一月Nov.2008重庆工商管理硕士学院毕业论文摘要I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，客户关系管理重庆工商管理硕士学院毕业论文AbstractIIAbstractTheglobalizationoftheeconomy,liberalizationandcompetitionoffinancialmarket,advancesininformationtechnology,developmentofbankingandbusinesswhichpromoteCRMwiderapplicationinthefinancialservicesindustry.Financialinstitutionsareregardingcustomerrelationshipmanagementasastrategy,throughtheintegrationofinformationresources.Bankwillimprovecustomersatisfactionandloyaltyandmaintainandattractmorecustomersmaximizetheirownprofitsatlast.Undersuchcircumstances,howtoclustercustomersandhowtounderstandcustomers’characteristicsachievethedifferentiatedcustomermanagementstrategyallwhichwillbethemajorchallenges.Wecouldraisebank’seconomicefficiency,throughadvanceddatamininganalysisofexistingcustomerneeds,preferences,etc.ChongqingbranchoftheXXbankcommitmenttopersonalizedcustomerservicesinceitsestablishmentandmadegoodmarketperformance.Withthefiercecompetitioninthefinancialsector,foreignbanksentertheChinesemarket.ChongqingbranchoftheXXbankneedtoapplyhigh-techsoftwareinordertomeetthefiercemarketcompetition,andmaintainindustryleadership.Inthispaper,itisinthiscontext;understandthequestionandtheinadequateandanalysesCustomer’sstatus.BaseonSASclusteringanalysesfromtheinformationtechnologyandcustomerrelationshipmanagement,thebankingclientswereclassifiedandidentifydifferenttypesofcustomerbehaviorcharacteristics.Baseoncustomersbehaviorcharacteristicprovidepersonalizedservice.InorderCHONGQINGbranchofXXBanktobethelargestwinnerinthefiercecompetitionoffinancialmarkets.Keywords:Datamining,Clusteringanalyses,Customerclassify,CRM重庆工商管理硕士学院毕业论文目录III目录摘要··························································································IABSTRACT··················································································II1绪论·······················································································11.1研究的目的和意义···································································11.2论文研究的主要内容及框架·······················································12客户关系管理与数据挖掘的相关理论概述··········································32.1客户关系管理相关理论·····························································32.1.1CRM的定义与内涵·····························································32.1.2CRM的核心管理思想··························································42.1.3CRM所需要的技术·····························································62.2数据挖掘理论·········································································72.2.1数据挖掘概述····································································72.2.2数据挖掘的模式·································································82.2.3数据挖掘在银行客户关系管理中的应用·································102.3数据挖掘的聚类分析理论························································122.3.1聚类的概念·····································································122.3.2聚类算法的一般特征·························································122.3.3K-mean算法简介······························································132.4SASENTERPRISEMINER简介······················································133XX银行重庆分行客户关系管理现状分析··········································173.1XX银行重庆分行简介·····························································173.2XX银行重庆分行客户数据分析与利用的现状与问题······················173.3XX银行重庆分行客户关系管理现状···········································183.4基于数据挖掘的客户价值研究总体思路······································194面向CRM的聚类分析·································································204.1问题描述·············································································204.2数据采集与预处理·································································214.2.1数据模型········································································214.2.2数据预处理·····································································22重庆工商管理硕士学院毕业论文目录IV4.3聚类分析·············································································264.3.1基于银行收益数据的聚类分析·············································264.3.2基于客户活动强度数据的聚类分析·······································294.4聚类结果评估与解释······························································315基于聚类的客户关系管理·····························································355.1基于聚类的客户分类···············································