The customer marketing strategy of commercial banks based on customer lifetime value

One of the difficulties of commercial banks is how to determine the profitability customer, and then consider them as the key of marketing. Base on the customer lifetime value, the paper analyze the current value, the potential value, the currency value and the non-currency value of the commercial banks customer. The customer lifetime value of commercial banks is been determined by applying AHP (Analytic Hierarchy Process) and fuzzy comprehensive evaluation. Based on the customer lifetime value the commercial banks customer is been segmented to four classes, and the corresponding marketing strategy is been put forward.