Research And Implementation On The Multi-dimensional Customer Behavior Segmentation Model Of Mobile Communications Industry

With the rapid development of telecom industry, cutthroat competition among carriers has become more and more intensified. The carrier's profits and ARPU are facing tremendous challenges. Customer's demand become diversified, differentiation and requirements of service quality become more rational and strictly. To implement client segmentation by analyzing mass customer information mastered is the most pressing and primary task of marketing strategy of enterprise.In this thesis, I analyzed the current customer segmentation of mobile communication, and summarized the traditional system of customer segmentation. I analyzed the data-mining algorithm used in the segmentation. Then, according to the fact that carriers have relatively full consumer data, I set up a model of segmentation which is fit to the mobile telecommunication carriers. Next, I applied the model to a telecommunication enterprise. Investigation data is used to get the features of customers in telecommunication industry.And the customers of an enterprise are segmented according to the features.After the segmentation, feature descriptions are made for each segmentation, and a customer segmentation matrix is constructed。At the same time, the model is practiced on the real data.This thesis combines theory with example.Clustering algorithm is used to construct customer segmentation model which is applied in specific industry and specific enterprise.That is valuable in both theory and practice.It is hoped that the essay do contribute some valuable suggestion to the development of China telecommunication operator enterprises.