Research Of Customer Segmentation In Telecom Enterprises

With the recombine of China's Telecom industry on 2002, it's environment of the market has been changed thoroughly. 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 And with the 3-G time's coming. The telecom customer own more and more choice of the telecom operation and operator. At present ,the current segmentation method is simply an experience and statistics based system, which does not facilitate the information interchange between customers and enterprises. So it's becoming urgent and critical to implement multi-level, multi-latitudes segmentation by adopting various advanced data mining methods and marketing's theory.As for customer segmentation in telecom industry, following work was accomplished:Firstly, in theory, this thesis summarized the theory,method and relevant technology of customer segmentation ,and with the characteristic of telecom industry, summarized the method and model of customer segmentation which the telecom operator usually do; secondly, aim at the point of the huge amount data and high multi-dimension of the telecom customer ,it use the K-means to segment customer with the behavior variable. In application, combine the sample data of a city mobile operation of Sichuan province, the model was accomplished, the outcome of the experiment was analyzed in several aspect, and then make the decision of the market strategy for each customer cluster; finally, it summarized the proposal for telecom enterprises to use customer segmentation model.