Crm-based Data System For Telecom Customer Segmentation Model Design And Realization

As the telecommunications system reform deepens continuously and China's accession to WTO, the competition of China telecommunications has becoming more intensely. Nowadays, the expressions of"Personalized"marketing,"One-Stop"service,"intimate communication", "customer first, service foremost" are emerging in an endless stream. These terms and concepts which are related to marketing and service focus on telecom customers. With the continuous innovation and development of China telecommunication services and the promotion of management system reform, the competition of China telecom industry has transformed from monopolistic competition into the perfect market competition, and China's telecommunication operators meet the fierce competition. In order to win more customer segment and occupy the broad market share, the old marketing concept in China mobile communication operators gradually withdrawn from the market, great changes have taken place in the market structure and the new customer relationship management takes the place of the old one. The major telecommunication operators will adopt the new operation pattern as the leading marketing strategy based on brand, specialization, and diversification. The paper analyzed the current competition pressures of the telecommunications industry, introduced the subdividing customer demand, and provided feasible solutions to data mining based on customer segmentation. From the analysis and design of the customer segmentation model, the data mining techniques were used for the modeling and implementation of customer segmentation, which realized the application of customer segmentation to a certain extent and has a certain of significant to build the customer segmentation model. The main contents are as following.1. Analyzed the background of the paper, the study and present situation of customer relationship management and customer segmentation research in telecommunication industry home and abroad, and discussed the purpose and significance of the paper on this foundation, finally introduced the arrangement of this paper.2. Analyzed the overall structure of the customer relationship management and working mode, put forward to the feasible evidence of the customer segmentation and classification principles, classified the customer type and customer status in detail, analyzed and summarized the indicators of the customer segmentation to support decision.3. From the theoretical perspective, the generation, significance, common algorithms, techniques, and processes of data mining were summarized and introduced, which implemented the data mining techniques for the applications customer segmentation in telecommunications.4. Analyzed the development of customer segmentation model and development tools and sub-processes, evaluated the customer cluster model according to the customer segmentation model, which based on the introduction of the relevant data mining algorithms, and finally gave examples of the output of sub-model implementation.5. Introduced the development tools of system and environments, and described the implementation of the data access layer, logic layer and application layer of CRM system, and finally analyzed and implemented the testing of system.6. According to the analysis of the current status of the telecom customer segmentation and the actual demand of CRM system, the method of segmentation based on customer value and customer behavior were put forward to design and implement in detail for telecommunications customer segmentation model.