The Research Of Telecom CDMA Customer Lifetime Value And Application

With the third domestic telecommunications industry restructuring, China Telecom, China Mobile and China Unicom will become the new full-service telecommunications provider, in this new market environment, the domestic competition between telecom operators are increasingly intense. The customer is the enterprise survival and development of resistance to the foundation. How to attract customers, retain customers and clients to fully exploit the profit potential of the core competitiveness of enterprises to improve the key. But in the current market environment, relying solely on expanding the scale of the enterprise's profit growth will be increasingly difficult. So, how to retain high value customers, how to enhance low-end customer value, how to attract potential customers, this is the realization of the key enterprises to maximize profits. This requires telecom operators committed to meet customer needs, by improving customer satisfaction to build long-term relationships with customers, by extending the life cycle of this relationship to get more "lifetime value", and according to different categories different stages of the life cycle, or the implementation of targeted marketing, or the implementation of customer retention, or revenue forecasts in order to facilitate decision-making. XX Telecom's CDMA mobile service is the main brand, the Telecom also has a large number of CDMA users, is the source of telecommunications revenue is an important aspect. How to better grasp the CDMA customers in the life cycle changes in customer value, and then implement a targeted strategy for improving the lifetime value of customers is very important.This article XX Telecom CDMA customers as the main object of study, to build a CDMA customer lifetime value curve model, and apply the model for decision support. This paper first studies the background, meaning and methods are introduced, then introduced the domestic and international customer lifetime value for the research situation and the related methods of data mining to do the introduction. As research unfolds, first XX telecommunications data were analyzed to extract the relevant data in the study, through data integration and pre-work, finally get the target database. Launched for the following research provides the data base. In the process of extracting data to extract much of the span of data to meet the needs? In this article on this problem, a telecom customer XX dynamic retention rate, the use of Weibull analysis to determine the Telecom CDMA customers to the length of the life cycle, according to the requirement to meet the requirements of extracted data. In doing data processing work, we selected K-Means clustering analysis method first cluster analysis of customer, customer divided into seven categories, and then use a supervised learning method, C5.0 method to obtain the classification of customers The classification rules for the new network provide the basis for the classification of users. Sub-class customers better, the need to calculate customer value. This paper studies the actual situation, put forward for the telecommunications customer value evaluation index system, and use the index to calculate the classification reflects the customer's customer value. Finally, according to the calculated customer value, using time series analysis to the value of customer life cycle curve modeling, has been classified CDMA customer lifetime value curve model and the model was assessed. Then, customer life cycle management of a management model and the various stages of implementation of key strategies, and establish the classification of curves of CDMA customer lifetime value model is analyzed and applied to the loss of customers early warning of CDMA customer life cycle Model specific applications in the telecommunications industry, and implementation of better ideas played a role. Finally, the achievements and weaknesses of this article has made the introduction, proposed future work goals.This study achieved the expected goal, the research ideas and methods for the telecommunications industry, analysts and decision makers have a certain significance.