Research On Telecom Customer Group's Segmentation Model By System Dynamics

With the diversification of consumer demand for telecommunications customers and the rapid development of telecommunication services, telecom companies have changed their way from the product and service centered mode to the user centered mode. How to establish a series of reasonable strategy to enhance customer value which based on the characteristics of consumer and the trend of development,becomes one of the most important issues.Considering the different customer segmentation results of telecommunications services corresponding to different marketing strategies ,and there are many factors which have different influence on the process and results of customer segmentation. Therefore, using SD to research customer segmentation problem can identify the degree of influence of various factors,which plays an important role on customer segmentation and marketing strategy.In this thesis, based on the actual situation of telecom operators business market segmentation, we analyze the external factors such as macroeconomic level, national policies, industry competition and the Internal factors such as marketing strategy, tariff levels, business innovation,corporate human resources,which may impact customer segmentation. Subsequently, we set up a system dynamics model of telecom customer segmentation, use Vensim PLE to simulate and determine the key factor of customer segmentation. Furthermore,we make a sensitivity analysis, identify each change of the critical factors to the impact degree of the client base change and propose different value enhancement strategies for different user groups.The research results will provides the theoretical basis and reference for helping telecommunications companies to segment customers .