商业银行中小企业客户利益细分研究——基于信贷产品要素的聚类分析

On Benefit Segmentation of Commercial Banks' SME Clients——A Clustering Analysis of Credit Product Features

客户细分是商业银行提高中小企业信贷业务竞争力、利润率和市场份额的利器。本文采用商业银行真实业务数据,使用聚类分析方法,进行商业银行中小企业客户利益细分,探索不同类型商业银行中小企业客户偏好的信贷产品要素特征组合。聚类分析结果验证了该方法的有效性,针对聚类结果对产品设计和投放如何更好地匹配客户利益偏好提出了建议,尤其是如何为贡献度较高的重点客户匹配信贷产品。

Client segmentation is vital for commercial banks to promote competitive power, profit rate and market Share of their loans to SMEs （small and medium-sized enterprises）. To segment SME clients into various groups seeking different benefits, actual business data of a city commercial bank was used and clustering analysis was employed. The result, whose validity was checked, shows that different SME client groups match different combination of features of credit products. Corresponding suggestions were proposed on how to design and put credit products on the market according to SME clients＂ preferences which was revealed by the result, especially those clients who are major accounts.