客户偏好指标和银行渠道使用对应分析研究

Customer Preferences Indicators and Commercial Banks Study of the Use of Correlation Analysis

随着商业银行竞争的日趋激烈,银行营销渠道在其经营发展中地位日益明显。由于不同渠道其服务范围和条件、成本和效益有明显的区别,同时,客户不同的行为偏好对于不同渠道的应用也存在差异,所以,商业银行客户偏好分析就成为银行渠道发展策略的首要任务和出发点。在介绍相关理论基础上,建立商业银行客户偏好分析的框架,提出了客户偏好分析指标体系,最终利用实际调研数据对客户偏好指标和银行渠道进行分析,得到偏好指标和渠道之间的对应关系,对国内商业银行如何利用客户偏好分析方法实施差异化策略提出方法和建议。

With the increasingly fierce competition in commercial banks, bank marketing channels play importation role in their operations development. Due to different scope and conditions of different channels and costs and benefits of a clear distinction in different channels, while the behavior of different customer preferences for different channels is the application , so customer preference analysis of commercial banks banking channels has become the primary task of development strategy and the starting point. This paper introduces the correlation analysis, based on customer preference analysis of commercial banks to establish a framework for analysis of indicators customer preference system. The actual end - use survey data banking channels, to be preferred targets and channels, only mercial banks how to use customer preference analysis of the methods and recommendations. on customer preferences analysis of indicators and the correspondence between, on the domestic comimplementation strategy of differentiation proposed