Research Of Customer Value Of Airline Members Based On Data Mining

With the development of economy and the continuous improvement of science and technology,in recent years,the high-speed train line gradually expand and maintain a good momentum of development,it compressing the airline's market share.In addition,the degree of openness of market further increased,some of the world's airlines also joined the battle for the customers of China's aviation.Chinese civil aviation is facing a new,more fierce market competition environment.In such a background,the maintenance and development of the major airlines of the customer market is facing a growing challenge.Members of the customer is the lifeline of the airlines,is crucial to the development of airlines.If analysis the customer just by one-sided,it will cause the airline struggling in the market competition.Through identify the different customer groups and evaluate the value and status by data mining techniques can help the airline company achieve sustainable competitive advantage.Therefore,the research on customer value of airline members based on data mining is of great significance and pragmatic value.Firstly,this paper introduces the research status of customer value and the analysis of customer in the aviation industry,points out the inadequacies of the current studies,.then put forward the research ideas and the main content.Secondly,introduces the relevant customer value theory and the concept of data mining,the basic theory,such as process and in view of the involved in this paper,four kinds of data mining algorithm has carried on the brief theory in this paper.Moreover,build a new customer value evaluation index system of airline members from the view of current value,potential value and loyalty value according to the characteristics of the airline.And then build the customer segmentation model and the customer churn prediction integrated model.The customer segmentation model group customers first,then segment customers based on the improvement of customer value segmentation dimensions and compare the value of each customer group.The customer churn prediction integrated model is based on the predictions and confidences of the decision tree and neural network customer chum prediction model.Finally,doing empirical research of customer value of a airline members for the models,which proves the availability of the models and method.It can recognize different customer groups,the value and status availably,and has a stronger operational and testable.The result of this research can help the airline companies carry marketing and service strategy according to the idea of customer-oriented,optimize enterprise resource configuration,and maximize the firm profits.