| dc.description.abstract | Along with the finance marketing free opening, a great diversity of banks has emerged to fulfill customers’ demands, and the industry becomes extremely competitive. Banks are willing to lower their profits hoping to obtain more valuable customers. Since the “Customer Relationship Management” starts to be discussed popularly in the field of the management pattern, market strategy is no longer led by product oriented, instead it targets on personalized and customized services. “Wealth Management” is becoming the cutting edge of business in the financial industry. The banks not only are expected to provide their with high quality wealth consultant service, they are must able to know their customers well, and to enhance customer interaction relations. Being able to provide the right product to the right person in the right moment will promote the bank sale abilities to make more profits.
This research is discovering the case study bank’s customer characteristic outline, exploring customer preference, understanding the high value customer life cycle characteristic and the associated product analysis. Moreover, we hope to find the high value customer in each case study with a more precise method. In this research, we discover the following characteristics: First of all, the high property customers, we recognized, might not be really VIP customers in the case study bank. The result suggests the bank should redefine those profit customers as the high contribution customers. Secondly, customers’ choice of preference is variable because of expense abilities and wishes. Thirdly, high value customer’s life cycle characteristic and their product preferences can be vary. Lastly, from customer profile analysis, expert’s experiences and the Data Mining methodology, we could obtain the high value customer more accurately. | en_US |