The Study Of Customer Segmentation In Changchun Branch Company Of Jilin Mobile Communications

In recent years, in the fierce competition in China's tele-communication industry, nearly every telecom operator has transferred their focus from production, process and network to marketing and service for the clients. Client resources are the key resources for the operator. Only by knowing and understanding carefully the clients and acknowledging the differences in clients can the operator provide better service, and in turn improve the satisfaction and loyalty of the clients. Consequently, operator's profit and competence will be promoted. At present China Mobile applies CRM system based on ARPU and social characters in the analysis process of the clients, which now fails to satisfy the needs of the increasing business volume and marketing. A better method is called for, hence there is every reason for the research on the new analysis method for client classification in Changchun and further later in Jilin Province.This essay puts forward a new, all-around client classification method which creatively combines the analysis of clients'characteristics of behavior, psychology, population aspect, way of life, attitude towards products, etc. The new method should be done with the aid of computer technology and marketing research.Generally, this research is based on the research carried out by the Telecommunication Institute subordinated to Information Industry Ministry. It is aimed at generating a new combined classification method entailing environment, psychology, behaviour and information about clients'way of life, pursuit of interest, preference of product features. The research is accomplished with the reality of Jilin Mobile in mind. Much focus is laid upon clients'consumption figures. By combining data mining technology and marketing research, an analysis of clients classification is from the aspects of consumption features, population change, and consumption psychological information and 4ps sales strategy. It aims at setting up a demonstrative data analysis platform to lay a solid foundation for a more accurate and effective system dealing with sales, service and client relationship.The result of the classification reveals that Mobile clients in Changchun can be divided into 3 major groups and 16 sub-groups. Each group's consumption behaviour is analyzed and described on base of the IT system data analysis. Meanwhile, the assessment of clients'psychological features, population make-up features and sales strategy provides supplement to the final classification and respective sales suggestions. The main approach to client classification should be the classification of their behaviors. The ideal approach should be one focused on the clients consumption character, combined with assimilated groups analysis and factor analysis.Marketing research is a good supplement to the classification based on clients'consumption characters. The research serves as a selective and adjusting function to the classification process, hence, producing an ever-significant feature in separating the clients.Clients'psychology and their way of life is an important factor in their consumption behavior. The clients'psychology of price, their perception of advertisement, expectancy of benefits, choice of purchase and choice of brand are all different aspects of clients'information; meanwhile they are the reflection of the all-around functions of the clients'psychology. It is related with the clients'consumption behavior. We should integrate these different aspects of their psychological behaviours and research on the structure and function with the interaction of psychological process and behavior in mind.From September, 2006 and April, 2007, Jilin Mobile Marketing Department cooperated with Data Department, Business Support Center, Clients Center for more than half a year in accomplishing the construction of clients classification. The outcome has been proved in real-life marketing. Its powerful support for the management of marketing sales and clients relationship has significantly increased the competitiveness of the Mobile Company. The desirable effect has also won the affirmation and recognition from the Administration Leaders and related marketing staff. Nowadays, this project has been put to use widely in Jilin Province.Client classification is a long-term and comprehensive task. After setting up the data analysis platform for the client classification, it is strongly insisted that related data should be made better use of, and that meanwhile, a deeper and more concrete analysis and application should be made with the aid of related topics and application analysis approach. With the ever-changing social development, and the change in clients'psychological complaints, consumption concepts and their preference, adjust and improvement in the detailed aspects concerning with clients classification is called for so that useful suggestion may come up for the development and sales strategy making.In a word, client classification is a most important means of achieving an enterprise's strategic aims for the reason that an enterprise needs marketing classification for support in its strategy making. Detailed client classification changes its original broad-line sales and management module. By adopting respective and separate sales and maintaining policies, it is helpful for the company to get better knowledge of the clients, market, products and service and get a better knowledge of clients'needs and their features so"heart-to-heart"service will be guaranteed. Client classification can be applied to every aspect of marketing, sales and client management and their entire process. Respective sales policies, service, client relationship management and competition sales strategies can be made taking advantage of the detailed client classification. Meantime, the accuracy will be promoted. All in all, the final aim and effect should be that more profits are made to keep the enterprise in the leading place.