证券业客户细分模型构建及实证研究

摘要

Firstly, this paper contrasts customer relationship management of securities industry between home and abroad. Then based on theory of customer behavior segmentation and customer life period, this paper combines K-means cluster algorithm and business intelligence technique, and brings forward securities industry customer hierarchy and subdivision model. Finally, this paper applies case study combining with substantial case, based on which securities industry may bring out customized marketing strategy.%对比国内外证券业市场客户关系管理应用现状,在客户行为细分和客户生命周期理论的基础上,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分层分级细分模型,并结合具体案例,进行了实证研究,证券公司可以据此推出个性化营销策略.