CAJ | 학술논문

以中国商业银行的92837个信用卡客户为研究样本,根据客户的自然特征,运用两步聚类法对之进行分类,甄别出高盈利客户的特征。利用客户样本过去一年的交易记录测算各类客户对应的信用卡业务的盈利水平。以能给银行信用卡业务带来高盈利的客户为例,对其特征（包括自然特征和消费行为特征）与银行信用卡业务盈利水平的关系进行回归分析。研究结果显示：信用卡客户的自然特征和消费行为特征与商业银行信用卡业务的盈利水平具有一定相关性。提出：商业银行应运用数据挖掘技术精准识别高盈利客群、科学预估客户的盈利水平、合理配置营销资源以实现客户终身价值最大化。
이중국상업은행적92837개신용잡객호위연구양본,근거객호적자연특정,운용량보취류법대지진행분류,견별출고영리객호적특정。이용객호양본과거일년적교역기록측산각류객호대응적신용잡업무적영이수평。이능급은행신용잡업무대래고영리적객호위례,대기특정（포괄자연특정화소비행위특정）여은행신용잡업무영이수평적관계진행회귀분석。연구결과현시：신용잡객호적자연특정화소비행위특정여상업은행신용잡업무적영이수평구유일정상관성。제출：상업은행응운용수거알굴기술정준식별고영리객군、과학예고객호적영이수평、합리배치영소자원이실현객호종신개치최대화。
Choosing 92837 credit card customers as the sample,this paper uses a two-step clustering analysis tool to determine the natural characteristics of high-profit customers according to customer＇s natural characteristics.Then it uses the customers＇ transaction records in last year to measure the profit level of bank＇s credit card business.And it studies the relationship between the natural and behavioral characteristics of the high-profit customers and the profit level of bank＇s credit card business through the regression analysis.The results show as follows：there is the relationship between the credit card customers＇ natural and behavioral characteristics and the commercial banks＇ credit card profits.Finally,it suggests that commercial banks should use the data mining techniques to identify high-profit customers,and forecast customer＇s profitability scientifically,and allocate marketing resources rationally to achieve the maximization of customer lifetime value.