基于CLV和活躍度的客戶細分模型及其應用研究.pdf

1、西安工業(yè)大學碩士學位論文基于CLV和活躍度的客戶細分模型及其應用研究姓名：范琳琳申請學位級別：碩士專業(yè)：管理科學與工程指導教師：李純青朱治安20100526CustomerSegmentationModelandApplicationResearchBasedonCLVandCustomerActivityDiscipline：ManagementScienceandEngineeringStudentSignature：Supervi

2、sorSignatuAbstract7紕施辰Z伽珈脅Thisresearchpresentsacustomersegmentationmodelbasedonthetwodimensionvariables：customerlifetimevalue(CLV)andcustomeractivity@(active))withthestudysampleofhistoricaltransactiondataofcurrentdeposit

3、customerfromadomesticcommercialbankTheauthorexplainsindetailthathowtousethemodeltoinstructthecommercialbanktoestablishmarketingtacticsandimplementcustomerrelationshipmanagementSOthattoincreasecustomerretentionrateofhighv

4、aluecustomers，andreducethedefectionrateFirstofall，consideringthecharacterofthecurrentdepositbusiness，datasituationandthefruitofpredecessors’researchthispapersuggeststhevariables(X，kTmx)definitiontothestochasticmodel：BG／N

5、BDmodelandGammaGammamodelThenthisstudycalculatesCLVandP(active)accordingtothesetwomodels11圮twoindicatorsshowedgoodpredictionaccuracyaftertestingSecondlythisstudyconstructsacustomersegmentationmodelofcurrentdepositcustome

6、rsAccordingtotheresultsofpreviousresearchonthecriticalthresholds，thethresholdofthetwosegmentationindicatorswasdefined11kresearchvalidatestheeffectivenessofsegmentationmodelbytheempiricalstudyEmpiricalresultsshowthat：11％c

7、urrentdepositcustomersofcommercialbankcontributes80％profitsOnonehandtheresultreflectsthe20／80principle，ontheotherhanditillustratesthattheprofitcontributionofcurrentdepositcustomersofthecommercialbanksismoreconcentratedth

8、antheretailindustryTherefore，itseen塔moreimportanttomaintainingthehighvaluecustomersandmonitoringthecustomerdefectionThirdlythestudyindicatedthatthissegmentationmodelisveryimportantoncustomerretentionThesegmentationmodeld