CAJ | 학술논문

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。
이목전이유적객호개치평개모형위기출，대상업은행적기업류객호진행연구，건립기대은행업적공헌도적평개지표체계，제출객호개치평개모형，대객호소비행위、자신속성등수거진행료알굴화분석，상세천술평개방법화과정，병용모호C-균치취류방법대객호진행분류，탐토은행대매류객호적영소책략，이기체도보지유개치객호、제승객호층차적목적。실증분석결과표명기우본문제출적대상업은행객호개치적평개방법경위간단、실용，가이위중소상업은행진행객호평개제공결책지지。
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 .