| Summary: | 碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 105 === With the development of information technology and the environment of globally competing, enterprises in order to survive how to enhance competitiveness and create profits is the key to success. In recent years, the trend of pattern of the commercial is service customers. And the issue of Customer Relationship Management (CRM) is also a popular topic around the corporations. Using the customer history transaction data, and find the potential information through Data Mining technology can help the enterprise to segment customers and master more about customers. The purpose of this research is to formulate the marketing plans and strategies, offering customized products and service to the customers under the limited resources and reduce costs.
Combining the concepts of CRM and Data Mining technology, this research is based on the analysis of the case information from a domestic financial holding bank (Bank A). In this research, the RFM (Recency, Frequency, Monetary) model was used to calculate the Customer Lifetime Value at first and then the TwoStep Cluster Analysis helps to segment all the costumers and understand the property of each segment. Each customer segment was analyzed by Association Rule to research the difference of the financial products portfoli and could also be the reference to the strategies of Cross Selling of financial products in the future.
Through the analysis of this research, bank A can effectively segment customers into Outgoing Customer Group, General Customer Group, Gold customer Group. For the Outgoing Customer Group, the first main recommended product is Dual Currency Investment (DCI). For the General Customer Group, the first main recommended product is trust. For the Gold Customer Group, the first main recommended product is Money Market Fund (MMF), using the appropriate marketing strategies for each customer group will be able to create a wave of business opportunities for enterprises, promoting the two sides profit to achieve the goal of sustainable development.
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