Analysis And Design Of Market Segmentation And Precising Marketing Management System

The reform and reorganization of China's Telecommunications lead to fundamental changes of the telecommunications market. A decline in communications tariff, fierce competition and the expansion of customers all results in difficulties for enterprises to accurately digest all the information required in bulk by various customers. Due to the slowdown of MOU growth rate in traditional voice business, the decline of customer's ARPU, the rising of Churn Rate, the increasing number of network re-access clients and many other issues, enterprises are gradually entering a hard period for rapid development, so enterprises should as soon as possible, accurately carry on the re-segmentation of communication customer's demand to throw light on their latter development.Past Communications Markets segmentation can mainly be divided into two kinds:one is binary subdivision based on the custom's ARPU, for example, In accordance with customer's ARPU value of binary segmentation, such as the common division and marking of major customers; the other one is segmentation based on the social characteristics:the multi-dimensional customer segmentation according to client's age, occupation and other social characteristics. These two methods are rather rough, and can neither accurately identify customer's demand nor conduct the precise marketing aimed at specific customer groups.In this paper, a new comprehensive method is given. As a successful combination of 4Ps Marketing Strategy with information about consumer behavior, population variable and consumer psychology, this method makes a precise segmentaion of customers and develops a marketing strategy varying according to different markets. Making full use of a number of proven technologies such as Clustering Algorithms Used in Data Mining (called DM for short), CRM, Data Warehouse, Data Mart, ETL and OLAP, it establishes Customer Categorization Model, and finally forms a reasonable, effective and practical model through cycle verification of substantial realistic data. Meawhile, it realizes the interaction of data in analysis system and BOSS (Business & Operation Support System), the integration of analysis results and marketing and the verification of the scientificity of Customer Categorization Model through Marketing Data Mining. All these provide powerful technological support for China Mobile Anhui Company Limited to operation analysis the design and construction of the Analysis and Management System of Precising Marketing Needs.The system has been put into operation since early 2007, playing a good supporting role for the marketing and market competition of Anhui Mobile and creating positive impact for the healthy operation of Anhui Mobile.