A Study On Customer Segmentation Of Precise Marketing Of Mobile Communications Operators

With the development of society and the progress of people's living conditions, people's consumption concept has changed a lot. Consumers' psychology matures, and people participate in social activities according to their own specific occasions, the time as well as their own identity, temperament, personal preferences and the affordability of such areas suited to their own choice of goods, people pursue the individuation of the goods. Consumer demand for telecommunications products has also become selective from passive. Through the precise marketing of mobile communication operators based on micro-geographical regions segmentation, the mobile communication operators understand the customers' need deeply, tap new market opportunities, adjust their market strategies, and it is conducive to the rational integration of marketing resources.In this paper, through the study of the marketing theory and practice, in combination with the practice of one mobile communications operator, we creatively use the micro-geographical area segmentation method to segment the market of it, and we define the concept of precise marketing of mobile communications operators. In this paper, with the help of the operator, we got consumers' consumption data, then we set the consumer segmentation model, set the variables of the model, and then use the SAS tool to do the data mining work of the data, and analyze the consumer characteristics of the regions. Then, it guides the marketing practice of the operator. Finally, by comparing customer scale and income level of the operator before and after the implementation of precise marketing, it proves the effectiveness of precise marketing based on micro-geographical area segmentation on mobile communication operators. In the paper, the biggest innovations are the introduction of micro-geographical regions to the mobile communication operators and the analysis of the consumers' characteristics of these segmentations. Then, it gives some advices to guide the practice of precise marketing. Finally, it proves the effectiveness of precise marketing strategies based on micro-geographical regional segmentation of mobile communication operators.