The Customer Marketing Strategy of Commercial Banks Based on Customer Lifetime Value

摘要：

One of the difficulties of commercial banks is how to determine the profitability customer,and then consider them as the key of marketing. Base on the customer lifetime value,the paper analyze the current value,the potential value,the currency value and the non-currency value of the commercial banks customer. The customer lifetime value of commercial banks is been determined by applying AHP (Analytic Hierarchy Process) and fuzzy comprehensive evaluation. Based on the customer lifetime value the commercial banks customer is been segmented to four classes,and the corresponding marketing strategy is been put forward.

关键词： marketing strategy commercial bank activity-based costing

作者: HAO Su-li

作者单位: School of Management,China University of Mining and Technology (Bei Jing),P.R.China.100083

会议类型: 国际会议

会议名称: 2009 IEEE 16th International Conference on Industrial Engineering and Engineering Management(IEEE第16届工业工程与工程管理国际学术会议)

会议地点: 北京

会议语种:英文

页码: 1423-1427

在线出版日期: 2009-10-21（万方平台首次上网日期，不代表论文的发表时间）