基于个性特征的理财客户市场细分与差异性分析  

The Personal Financial Market Segmentation and Difference Analysis of Clusters Based on Customer Personality Characteristics

作　　者：魏敏[1] 李江[1] 

机构地区：[1]西安交通大学经济与金融学院,陕西西安710061

出　　处：《上海立信会计学院学报》2006年第6期60-69,共10页Journal of Shanghai Lixin University of Commerce

摘　　要：从客户心理因素和个性特征的视角出发,对个人理财客户进行市场细分。对最客观、最具体的理财客户个性特征变量进行因子分析,萃取出四个个性特征维度,选择四个公因子的因子得分作为聚类变量,参与聚类分析,将客户分为三个类别,比较三类客户的心理因素特征及个性特点差异、个人银行业务需求差异、客户满意度以及客户忠诚度的差异,提出建议：银行应在市场细分的基础上制定差异化、有针对性的营销策略。This paper sets the market segmentation of personal financial customer on the basis of their psychological and personality characteristics. Firstly, the authors practice the factor analysis to the most objective and specific personality characteristics of financial customers. Then factor scores are obtained af- ter extract four common factors. The customers will be divided into three categories by the method of cluster analysis. Finally, after the comparison analysis of three groups in the area of personality characteristics, needs of personal banking, satisfaction and loyalty, the specified and targeted marketing strategies are suggested to be designed.

关 键 词：市场细分 个人理财 因子分析 聚类分析 差异性分析 

分 类 号：F713.50[经济管理—市场营销]