The Design And Application Of Customer Value Mining Model For China Mobile

This article focused research on the intergration of customer value management (CVM) and data mining technology and the application of CVM based on data mining.Customer value management is the core and basis of customer relationship management (CRM) and the analysis of customer value is the startpoint for marketing decision and product strategy in enterprises. Based on the former research on customer value in marketing theory, this paper introduces the content of CV and the key indexes of CV measurement, then imports the CV theory into DM technology, furthermore constructs different CV analysis model, including measurement model, regression model, clustering model and ABC model.The analysis results of data mining should support the CRM decision, so this article introduces the decision support system framework integrated with customer value management relationship management system, data warehouse system and so on.For customer value management, this article analysed its application in mobile telecommunication to prove the validity of the fore data mining models, otherwise the results will conduce to the customer value management in these industries.