Shaanxi Unicom Customer Segmentation Research

CDMA business has been the focus of the development direction of Shaanxi Unicom. Shaanxi Unicom is based on ARPU value to carry out customer classification and marketing strategies, However, This method can not adapt to the current telecommunications market competition in practice. To address this issue, this essay puts forward a new, All-around client classification method which combines the analysis of clients' characteristics of behavior, psychology, population aspect, way of life, attitude towards products, etc. And the method should be done with the aid of SPSS analysis tools and marketing research.In this paper ,the Unicom CDMA client being the research object, cluster analysis is used for customer segmentation and user need is analyzed on the basis of it. Using generic software SPSS as our Segmentation tool , we subdivide the user into eight groups ,consumption behavior of each group has similar characteristics while each group has obviously different behavior from other groups. After the breakdown, we have analysis information of consumption behavior of various sub-groups, which can provide a reference for the marketing department. In order to further describe the characteristics of the various sub-groups, we use a questionnaire survey on the various segments of the group, and based on which a analysis is carried out on the demographic, consumer psychology and marketing factors , and this information can used by the marketing departments to provide a 4PS marketing. It is worth note that in the initial writing stage of this article, CDMA business has not yet been allocated to China Telecom, while in this final draft stage, the State Council, industrial and information department distribute CDMA business to the Chinese telecommunications company, and up to this point China telecom take over CDMA business. In this situation, although the operating entity has changed, this research method can be applied to China Telecom, and can also be applied to other telecom operators for customer segmentation.