客户风险评级管理研究与应用——基于证券CRM管理

Case Study and Application of Customer Rating Segmentation——Based on Securities CRM

在客户关系管理理论的基础上,建立了包含14个行业特色指标的证券业多维细分模型,并结合K-means聚类算法和商务智能技术,提出基于K-means聚类方法的中国证券业客户风险评级管理模型,并结合具体案例,对厦门某证券公司的具体客户信息进行了实证研究,有效的识别出了具有不同该特征以及风险偏好的客户群,证券公司可以据此推出个性化营销策略。

Based on theory of Customer Relationship Management, this paper constructs securities industry＇s multi -dimension segmentation model including 14 industrial characters indexes. Then combining K - means cluster algorithm and business intelligence, this paper brings forward Chinese securities industry＇s customer risk rating management model And aiming at Xiamen＇s one certain security company, this paper applies ease study to concrete customer information, and identifies efficiently customer groups with difference characters and risk preference, accordingly, security company can adopt personalized marketing strategies.