基于聚类分析的商业银行个人理财产品市场的细分--以西安市雁塔区为例

摘要

市场细分是商业银行进行市场营销的前提和基础，有效的市场细分和正确的目标市场的选择可以提高商业银行的营销能力，强化市场竞争优势，提高竞争力。为此，本文运用聚类分析方法，对西安雁塔区的540名个人理财产品客户进行了细分，并对每类客户进行了特征描述，给商业银行设计个性化理财产品和发展个人理财业务提供了参考。%Market segmentation is the premise and foundation of marketing for a commercial bank. Effective market segmentation and the correct choice of target market can strengthen commercial banks' market competitiveness. In this paper, we use cluster analysis to analyze personal finance product customers, and classify 540 customers of Yanta, Xi'an into four groups. Each type of customer's characteristics has been described so as to provide reference for commercial bank to design personalized financial products and develop personal financial services.