本文關鍵詞： 客戶全生命周期價值 行為預測模型 信用卡經(jīng)營策略 數(shù)據(jù)挖掘　出處：《華東理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟的發(fā)展,原有的市場格局被打破,買方市場的形成進一步加劇了企業(yè)資源重新整合的壓力,客戶已經(jīng)成為銀行業(yè)競爭的主要焦點�？蛻艚K身價值是企業(yè)正確區(qū)分客戶、將有限的資源投放于真正高價值的客戶,進而為企業(yè)贏得更高回報的前提。對客戶價值的關注是客戶關系管理各種策略的出發(fā)點。對客戶終身價值的研究是客戶關系管理的基礎。如果無法評價和量化客戶全生命周期價值,就難以準確而有效地識別出企業(yè)的價值客戶,更談不上對客戶進行差異化經(jīng)營。 本文在客戶生命周期理論的基礎上,結合銀行信用卡客戶研究的現(xiàn)狀,對基于客戶全生命周期價值和客戶行為的信用卡客戶價值測量模型進行了深入的研究。 首先,介紹論文的理論基礎：一是介紹了客戶全生命周期價值理論及其計量方法的研究現(xiàn)狀；二是從客戶全生命周期價值模型在信用卡行業(yè)的應用現(xiàn)狀；三是介紹了數(shù)據(jù)挖掘理論的方法及應用。 其次,在研究客戶全生命周期價值的基礎上,改造原有的客戶全生命周期價值模型,建立了基于A銀行實踐的客戶全生命周期價值計量模型,結合信用卡行業(yè)的特點從價值主要構成和預測方法幾個方面詳細說明了客戶全生命周期價值的具體測算方法。 最后,結合A銀行的實際業(yè)務應用案例進行了實證研究,充分驗證了利用價值模型是解決客戶差異化經(jīng)營的高效手段�；趦r值模型的研究及實踐還能為信用卡業(yè)務帶來更大的價值,切實的發(fā)揮科技在生產(chǎn)中的貢獻,需要更多、更扎實的數(shù)據(jù)挖掘工作。
[Abstract]:With the development of economy, the original market pattern is broken, and the formation of buyer's market further intensifies the pressure of enterprise resources reintegration. Customers have become the main focus of banking competition. Spend limited resources on truly high-value customers, The research on customer lifetime value is the basis of customer relationship management. If it can not be evaluated and quantified, customer relationship management can not be evaluated and quantified. Household life cycle value, It is difficult to identify the value customers accurately and effectively, let alone differentiate the customers. Based on the theory of customer life cycle and the current situation of bank credit card customer research, this paper makes an in-depth study on the customer value measurement model based on customer life cycle value and customer behavior. Firstly, it introduces the theoretical basis of the thesis: first, it introduces the research status of customer life cycle value theory and its measurement methods; second, it introduces the application status of customer life cycle value model in credit card industry. Thirdly, the method and application of data mining theory are introduced. Secondly, based on the study of customer life cycle value, the original customer life cycle value model is modified, and the customer life cycle value measurement model based on the practice of Bank A is established. Combined with the characteristics of credit card industry, this paper explains in detail the calculation method of customer's whole life cycle value from several aspects of main value composition and forecasting method. Finally, an empirical study on the practical business application of Bank A is carried out. The research and practice based on value model can bring more value to credit card business, and it needs more to give full play to the contribution of science and technology in production. More solid data mining.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.2;F224

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本文編號：1536536