The Research To The Health Evaluation Of Core Client In Telecom Based On DM

A series of changes such as restructuring of telecommunications and3G licenses issued had leaded the new competitive landscape of the telecommunications industry. After the reorganization, the competitive focus of the three operators is changing from single business to the whole business. Facing the new competitive situation in the era of full-service, the telecommunications industry has many new problems to solve. On the one hand, it becomes increasingly hard to boost the income only by the new basic customers, on the other hand, the churn rate becomes higher and higher because customers have more chances to choose. Relevant research indicates that the cost of retaining a customer is just a fifth of striving for a new user. To sum up, it is particularly important to retain the pre-loss customers for telecom operators.According to the20/80principle, we can realize that20%of customers create80%of the profits in the enterprise. So, compared with retaining all customers, undoubtedly paying more attention to retain high-value customers with tendency to off-grid will achieve a low-investment and high-return. Based on this understanding, the thesis presents the research topics of core customers'health assessment which has an important practical significance for the operations of enterprise.The core customers of the telecommunications industry are selected as the studied object. The deep-seated reasons that affect the health degree of the core customers are studied in the thesis by analyzing the relationship between business indicators and the health score. According to the results of the analysis, the author tries to put forward some suitable solutions to promote the effective implement of client saving strategies. Firstly, based on the idea of data mining and the workflow, automatic data mining of core customers by Perl and SQL technology is realized in this thesis. Secondly, analyzed the various factors that affect the health of the core customers and established a three-tiered evaluation system based on the Balanced Scorecard. Then, the author designed the fundamental data processing with normalization method and level evaluation method and calculated the index weight applying with multi-index comprehensive evaluation method to complete the model construction of core clients' health assessment. Finally, the validity of the model is presented through empirical research. Combined with the customer life cycle theory, the customer retention strategies are proposed by analyzing the reasons of core customers' low health degree.