The Research And Application Of Customer Segmentation In Telecom Territory

Telecom enterprises today face fierce competition ,dynamic and complex market ,shorter product life-cycle and diversified customer demand .Telecom enterprises now have an urgent demand to improve their core competitiveness .They have realized that strategies focus on production and selling process can no longer meet today's competitive environment .One-to-one marketing, customer-oriented and precision- service-oriented market theory have been accepted gradually and become mainstream to improve competitiveness .At the same time, rapid development of information technology makes it technologically possible to realize these market theories.Customer segmentation is the basis for the telecom enterprises to provide customer-oriented product and services. Customer segmentation is the basis for the telecom enterprises to provide customer-oriented product and services .It can help the telecom enterprises to understand the ever-changing customer demand and consuming character .It can be used to select appropriate customer groups, find the marketing opportunities in the current customer groups, and gain competitive advantages through product diversification.This article makes researches on the PAS user of XX telecom corporation .After analyzing XX telecom corporation customer models and current existing data and the operation requirements, the author take the natural attributes of customers, the expansion of attributes, consumption attributes as the customer segmentation data. Dealing with and organizing these data based on data warehouse technology ,the author carry through the analysis and data mining work with SAS ,Analysis Service and the traditional statistical analysis method ,then carry out the segmentation of these users by taking clustering algorithms, decision tree algorithms and related statistical analysis method ,finally gained a segmentation result of PAS users ,also interpret the result particular.This article addresses the whole procedure of customer segmentation ,and accomplish it by using the corresponding algorithms and tools .It has been proved that the technology procedure of this article is feasible ,the results of this article present certain reasonable and practical value for business analysts to develop marketing activities with certain reference value.