| Summary: | 碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 102 === After the execution of Company Law of Financial Holding Co. Whether in banking, securities or insurance as the company’s main business have been set up the financial holding corporation. As the increasingly competitive environment, it’s important to provide the fit products & services to customer to improve the customer loyalty degree & customer satisfaction degree,
This study use the Personal Investment Worksheet data from a financial holding co. At First, we use Chi-square test for independence, Cramer’s V of analysis of association & CHAID models to choice variable by two-step processes. Then, through the results of CART models as basis to segment the customers. , select two of them to be the target market & name by it character .Finally, through the association rule by customer’s investigate experience to find to potential market package for the marketing strategies.
After the study analysis, bank can choose the group “Professional high-reward expectation type” customer to be the target market if they want to sale the commodity’s type is “date deposit”, “real estate” or “foreign currency deposit” ; bank can choose the group “High reward type” customer to be the target market if they want to sale the commodity type is “Foreign investment”, ”Trust” or “Structured note”.
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