A Study on the Customer Segmentations for Bank’s Wealth Management and Marketing Strategies on the Target Markets by Data Mining：A Bank as an Example

• Main Authors: Chun-Chin Su, 蘇浚欽
• Other Authors: Te-Hsin Liang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/07114430283475126792

碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 101 === According to the Statistics of Central Bank of the Republic of China（Taiwan）, the generally spreads are around 3% in the 1980s in Taiwan. Since the occurrence of the Asia financial debacle in 2003, the spread had shown the decrease and it reached the lowest point（1.22%）in 2009. Furthermore, interbank be confronted with not only the harsh competition but also the rapid changes in the global financial. Hence, if banks can make precise segmentation and craft need-led marketing strategy for each segment of customers, they can certainly increase customer satisfaction and loyalty, gain more revenue, and create their competitiveness as well differently. This study cooperated with a financial holding co. The research’s samples from 2,418 A bank corporation’s customers of opened accounts. Through conducting Chi-square test for independence, Cramer's V of analysis of association and CHAID models to choice variable by two-step processes. Then, through the results of CART models as a basis to select five target markets from customer segmentations. Finally, to provide potential product mix as marketing strategies for each market.