中小商业银行客户贡献度评价及分类研究

以目前已有的客户价值评价模型为基础，对商业银行的企业类客户进行研究，建立其对银行业绩贡献度的评价指标体系，提出客户价值评价模型，对客户消费行为、自身属性等数据进行了挖掘和分析，详细阐述评价方法和过程，并用模糊C-均值聚类方法对客户进行分类，探讨银行对每类客户的营销策略，以期达到保持有价值客户、提升客户层次的目的。实证分析结果表明基于本文提出的对商业银行客户价值的评价方法更为简单、实用，可以为中小商业银行进行客户评价提供决策支持。

Evaluation of Customer Value Contribution for Small and Medium-sized Commercial Banks

On the basis of examining existing customer value evaluation model ,this paper took the enter-prise-class customers of commercial banks as the research object .The paper established customers ’ contribution evaluation index system for banks ’ performance and put forward the customer value evalua-tion model .As to customer consumption behaviors and their properties , the paper used data mining and analysis .Also it elaborated evaluation methods and processes in details , used the fuzzy C-means cluste-ring method to classify customers , and explored the banks marketing strategy of every type of customers , in the purpose of keeping valuable customers and improving the customer hierarchy .Empirical analysis results show that the method in this paper based on commercial bank customer value evaluation is more simple and practical , and can provide decision support for small and medium -sized commercial banks to evaluate the customer .