Research On The Model Of Customer Segmentation In Telecom Enterprises

As the Chinese telecom industry developed, it not only formed a market structure of several telecom operators compete at the same stage, but also transferred from seller's market to buyer's market. This made the customer relationship transfer from unification to segmentation and individuation. So customer segmentation is the key of telecom marketing. Research object of this thesis is the model of telecom customer segmentation, mainly aims at the telecom operators, under certain condition, chooses rational segmentation methods, designs scientific segmentation model, and uses advanced analyzing tool in order to actualize the customer segmentation, help enterprises understand the needs of customers, make them design products or service pertinently to improve customer satisfaction, maximum customer value and establish a customer-centric marketing stratagem.Firstly, this thesis put forward the research background and fixed the research target and method; secondly, it summarized the theory, method and relevant technology of customer segmentation; thirdly, it analyzed the status quo of telecom customer segmentation, summarized the main methods and model of customer segmentation in telecom enterprises and introduced the k-means arithmetic in detail; fourthly, according to the design idea and segmentation needs, it fixed the standard and designed the model respectively with customer value and customer behavior, and then it put forward a segmentation matrix of customer value and customer behavior with the segmentation results in the above paragraphs and explained the mutual influence of customer value and behavior; at last, it indicated the proposal for telecom enterprises to use customer segmentation model.The main contribution of this thesis is that it found out the problem and shortage of the past research on the customer segmentation, put forward new value segmentation model and index system of behavior segmentation variable, designed the model qualitatively and quantitatively, and then indicated the proposal. The innovation is putting forward the segmentation matrix of customer value and customer behavior, and explaining the mutual influence of customer value and customer behavior.