城市商业银行个人信贷客户需求的影响因素分析和客户细分

Analysis of Influencing Factors and Customer Segmentation of Personal Credit Customer Demand in Urban Commercial Banks

摘要: 本文选取近年城市商业银行个人客户持卡数据作为研究对象，深入研究了城市商业银行个人信贷客户需求因素并聚类总结为六大层次客户。研究发现：客户信贷需求度因子、客户负债因子、客户资金活跃度因子、客户偿债能力因子、客户资产因子、客户信贷接受度因子、客户子女养育因子着重影响了个人客户信贷需求。六大客户层次和特性分别为：高价值客户的子女养育因子较高；重点保持客户偿债能力较强；重点发展客户群体有较好的资产水平；重点挽留客户有着较高的信贷需求度；一般价值客户的资金活跃度较高；一般发展客户的各项因子得分都较为一般。本文研究有助于了解客户的信贷需求因素，以期为城市商业银行的客户细分营销提供参考。

Abstract: This paper selects the personal customer card-holding data of urban commercial banks in recent years as the research object, and deeply studies the factors influencing the personal credit demand of urban commercial banks, clustering and summarizing them into six levels of customers. The research finds that seven factors, namely the customer credit demand factor, the customer liability factor, the customer capital activity factor, the customer debt repayment ability factor, the customer asset factor, the customer credit acceptance factor, and the customer child-rearing factor, significantly affect the credit demand of individual customers. The six customer levels and their characteristics are as follows: high-value customers have a higher child-rearing factor; key retention customers have a stronger debt repayment ability; key development customer groups have a better asset level; key retention customers have a higher credit demand; general value customers have a higher capital activity; and general development customers have relatively average scores in all factors. This research helps to understand the factors influencing customer credit demand, with the aim of providing a reference for customer segmentation and marketing in urban commercial banks.