信用卡客户全生命周期价值测量方法及应用研究

发布时间：2018-02-26 04:30

本文关键词： 客户全生命周期价值行为预测模型信用卡经营策略数据挖掘　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展,原有的市场格局被打破,买方市场的形成进一步加剧了企业资源重新整合的压力,客户已经成为银行业竞争的主要焦点。客户终身价值是企业正确区分客户、将有限的资源投放于真正高价值的客户,进而为企业赢得更高回报的前提。对客户价值的关注是客户关系管理各种策略的出发点。对客户终身价值的研究是客户关系管理的基础。如果无法评价和量化客户全生命周期价值,就难以准确而有效地识别出企业的价值客户,更谈不上对客户进行差异化经营。本文在客户生命周期理论的基础上,结合银行信用卡客户研究的现状,对基于客户全生命周期价值和客户行为的信用卡客户价值测量模型进行了深入的研究。首先,介绍论文的理论基础：一是介绍了客户全生命周期价值理论及其计量方法的研究现状；二是从客户全生命周期价值模型在信用卡行业的应用现状；三是介绍了数据挖掘理论的方法及应用。其次,在研究客户全生命周期价值的基础上,改造原有的客户全生命周期价值模型,建立了基于A银行实践的客户全生命周期价值计量模型,结合信用卡行业的特点从价值主要构成和预测方法几个方面详细说明了客户全生命周期价值的具体测算方法。最后,结合A银行的实际业务应用案例进行了实证研究,充分验证了利用价值模型是解决客户差异化经营的高效手段。基于价值模型的研究及实践还能为信用卡业务带来更大的价值,切实的发挥科技在生产中的贡献,需要更多、更扎实的数据挖掘工作。
[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.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2;F224

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