商业银行高端潜力客户的市场细分研究

A Study of the Market Segmentation of the Potential High-Class Customers of Commercial Banks

本文采用调查问卷方法收集gl标市场客户对国内某商业银行的忠诚度数据，以客户年龄为维度对银行高端潜力客户进行细分研究。研究发现：金融总资产和金融总负债并不能帮助银行识别各年龄段的高端潜力客户群的差异性；年龄组0（≤35岁）与组1（36～45岁）的客户在总账户数和总产品种类上均没有显著差别，年龄组0和年龄组1的总账户数和总产品种类数均显著少于年龄组2（≥46岁）；年龄组0交易次数适中，与年龄组1、年龄组2的客户差别不大；年龄组0的贡献度和忠诚度均显著低于组1和组2，而年龄组1的贡献度和忠诚度与年龄组2没有显著差别。

This paper uses questionnaire method to collect the data of target-market customers＇ loyalty to a domestic commercial bank and researches the market segmentation of the potential high-class customers of the banks. The results show that the total financial assets and financial liabilities do not help banks identify the difference of the potential high-class customers at all ages. There is no significant difference in the number of total accounts and the types of total products between the customers in age group 0 （ ≤35 years old） and the customers in group 1 （36-45 years old）; the number of total accounts and the types of total products in group 0 or group 1 are significantly less than those in group 2 （≥46 years old）; the transaction number in group 0 is moderate and is not very different from that in group 1 or group 2; the loyalty in group 0 is significantly lower than that in group 1 or group 2, however, there is no significant difference in loyalty between group 1 and group 2.