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个人理财市场细分及客户群差异性分析
引用本文:魏敏,田蕾.个人理财市场细分及客户群差异性分析[J].金融论坛,2006,11(10):42-47.
作者姓名:魏敏  田蕾
作者单位:西安交通大学经济与金融学院,西安,710064
摘    要:目前我国商业银行个人理财业务尚处于初级阶段,个人理财市场的细分还很简单,尚没有进行更深入的、多层次的分析。针对这一情况,本文借鉴“家庭生命周期”的分析思路,选取人口统计变量和家庭生命周期变量等综合指标作为客户细分变量,对给定的调查样本实施市场细分。为此,本文利用方差分析探讨了一般客户、重要客户、未来潜力客户和战略客户4组客户理财个性的差异性以及对银行理财服务质量期望的差异性。同时,还分析这组客户对主要理财工具、理财产品的需求特点,并在市场细分的基础上制定出4差异化的、有针对性的营销策略。

关 键 词:商业银行  个人理财  市场细分  聚类分析  方差分析
文章编号:1009-9190(2006)10-0042-06

Segmentation of Personal Finance Service Market and Customers' Group Difference Analysis
WEI Min,TIAN Lei.Segmentation of Personal Finance Service Market and Customers'''' Group Difference Analysis[J].Finance Forum,2006,11(10):42-47.
Authors:WEI Min  TIAN Lei
Institution:WEI Min TIAN Lei
Abstract:At present, personal finance service business in our commercial banks is still in the infancy stage. Personal finance market is very simple and remains to be further subdivided in multi-level manner. So, this paper, based on the idea of "family life cycle," carries out market segmentation on given samples under survey, using comprehensive indexes like demographic and family life cycle variables as customers' subdivision variables. Then, it discusses through ANOVA the specificity of four customer groups consisting of ordinary customer, VIP customer, potential customer and strategic customer in personal finance service demand and specificity in banking service quality expectation. At the same time, it analyzes their special need for finance tools and products and formulates different customer-specific market strategies according to foregoing market segmentation.
Keywords:commercial banks  personal finance service  market segmentation  Cluster Analysis  ANOVA
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