The Study Of Customer Segmentation In Electric Power Industry Based On Data Mining

Customer segmentation theory came into being after the Second World War. After several years of development, the theory and method of customer segmentation have seen continuous improvement and were widely used in practice of marketing. Among them, the segmentation of customer behavior has got more and more attention as the best starting point for market segmentation because of its capability of reflecting the needs of different consumers directly.Customer behavior segmentation based on data mining is built on the huge customer behavior data base, so that it can meet the requirements about scientific customer cognition, risk management and personalized marketing and service through the identification of customer behavior characteristics of the groups. Compared to traditional customer behavior segmentation, the accuracy of customer segmentation can be improved with data mining customer segmentation which gives a quantitative description of customer behavior and was widely used in the banking, telecommunications and retail areas.Based on in-depth study of the characteristics of the power industry, data mining technology was introduced to the power industry customer segmentation and the model of customer behavior segmentation was built on the basis of data mining. In this study, the theoretical system of customer behavior segmentation is enriched. The theoretical basis and practical guidance are also provided for the customer management and marketing services in the power industry.The paper is divided into 4 parts. The first part is about theory research, which includes chapter1 and 2. In this part, we introduce the theory of customer segmentation and data mining, and the importance of customer behavioral segmentation based on data mining.The second part is about the model, which includes chapter3 and 4. Based on the analysis of the electric power industry, we build up the model of customer segmentation and customer evaluation.The third part is about demonstration research, which includes chapter5. After all-around analysis of SMEPC, we divided his key accounts into 6 teams, and each of them has unique characteristics.The last part is the conclusion of whole paper, which is expressed by 5 items. After that, we also discuss the direction of following study and research.