Identification Of The Re-joined Mobile Customer And Marketing Proposals

As mobile phone penetration rate growth, it's more difficult and expensive to get new valuable customer for China's telecom operators. Although the operators carried kinds of marketing campaigns arming for new customers, but due to new users increasing is so limited that these campaigns will lead to the continuous customer transfer cross operators in recent years. Operators are facing a difficulty that the churn rate of customer is getting higher. Customer transfer in one operator refers that customers leave one mobile net and rejoin the same mobile net, some of them leave and rejoin between only one month.As these transfering users growing, bringing heavy network SIM card and the number resources waste, agency commissions increasing, arrears growing and other consequences, which directly cause the marketing costs increase and revenue decline. Therefore, by accurately identifying re-join users, and on this basis, the marketing strategy for specific recommendations, so as to achieve effective control of re-join, will have practical significance.In this thesis, based on market competition of mobile phone subscribers in China and re-join phenomenon, combined with customer loyalty theory and questionnaire, we do analyzing on the re-join motive analysis. Focusing on the difficulty of identifying re-joined users, with operators as an example, we described the theory of re-join users identification and specific solution, based on which, we proposed re-join users analysis, operation of control and marketing strategy.