企业网上银行客户模糊聚类分群分析--兼论工商银行网上银行的目标市场定位和市场细分

An Analysis on Fuzzy Clustering and Grouping of E-banking Corporate Customers——With an Example of the Market Positioning and Segmentation of ICBC E-banking

本文将模糊聚类分析方法应用于网上银行特征分析,并从客户行为和客户价值两个层面加以比较,将工商银行企业网上银行客户分为高端客户群、中小客户群和新兴市场客户群。高端客户对功能和服务需求简单,较少关心网上银行服务的提升和改进,营销应注重基础功能普及与完善;中小客户群为工行网银带来的直接收入少但对业务发展关注度高,应尽量向其提供个性化、方便快捷的功能;新兴市场客户群是最重要的潜力客户,要加强对客户回访营销和沟通以有效挖掘新需求。"稳定高端、站稳新兴、不放松中小"应是工行企业网上银行的目标和市场定位。

This paper uses fuzzy clustering approach to analyze E-banking features and makes a comparison from two levels： customer behavior and customer value. Then the paper divides ICBC E-banking corporate customers into three types： highend customers, small-and-medium-sized customers and emerging customers. High-end customers require simple functions and services and care little about the improvement of E-banking, so the marketing activity facing them should emphasize the prevalence and enhancement of E-banking＇s basic functions. Small-and-medium-sized customers create less direct income for ICBC E-banking but pay close attention to E-banking＇s development, so ICBC should try to provide them with personalized and convenient functions. Emerging customers are the most important potential customers, and ICBC must strengthen return visit marketing and communication to dig for their new demands. ＂Stabilizing high-end customers, winning emerging customers and not relaxing SMS customers＂ should be the suitable market positioning of ICBC corporate E-banking business.