摘要
本文研究如何科学准确地评价商业银行个人客户价值,提出从客户历史贡献度、潜在贡献度以及风险水平三个维度评价客户价值,建立具有可操作性的商业银行个人客户价值评价模型。本文认为,在建立个人客户历史贡献度评价模型时,应分别计算客户的资产业务贡献、负债业务贡献和中间业务贡献,然后将三者之和作为客户历史贡献度;衡量客户对银行潜在收益的贡献时,应该考虑客户的潜在货币价值和客户的非货币价值;客户潜在贡献度的影响因素包括信用风险水平和转移风险水平,商业银行应该以客户为中心区别不同的客户类型,对应采取差别化营销策略。
This paper studies how to evaluate the personal customer＇s value of commercial bank scientifically and accurately and proposes to set a practicable model to evaluate the personal customer＇s value of commercial bank in three dimensions, historical contribution, potential contribution and the level of risk. The paper argues that, while a model is set to evaluate the personal customer＇s historical contribution, the customer＇s contributions of assets business, liabilities business and intermediate business should be separately calculated and then the sum of the contributions of the three businesses is viewed as customer＇s historical contribution; the customer＇s potential monetary value and non-monetary value should be considered while the customer＇s contribution to the potential income of the bank is measured; the factors to affect the customer＇s potential contribution include the level of credit risks and the level of risks transference; commercial banks should classify the different customers based on customers＇ value and implement a differentiated marketing strategy.
出处
《金融论坛》
CSSCI
北大核心
2013年第1期29-35,共7页
Finance Forum
关键词
商业银行
个人客户价值
客户贡献度
客户细分
commercial bank
personal customer r s value
customer＇s contribution
customer classification
