Based On The Data-mining Technology Of Mobile Customer Brand Relationship Management

With the continuous development of China telecom enterprises, telecom industry competition also tends to be intensified. As China telecom, China telecom’s reform and reconstruction of market environment and the competition pattern changed greatly, China mobile, China telecom, China Unicom tripartite balance of the market. The customer choice telecommunication and telecommunication room is more and more bigger, the telecom enterprises to customer’s race between also more and more fierce.Enterprise development, there are many factors that affect, establish and have well-known brand will give enterprise to create more opportunities for development. The brand construction is the enterprise seizes the market, improve market share the important means. To achieve intensification of customer brand management and marketing, improving economic efficiency, enlarge the share of market, the pole position in the competition, mobile company established a mobile customer brand management projects, based on detailed analysis of the project requirement, study and use the specific function of business analysis system, using data technology based on the realization of moving customer brand management.Based on data mining based on theoretical research, the research experience at home and abroad with the conclusion, tells the data mining technology in the application of the communication industry. Based on the analysis of system management, for example, by using the data warehouse, on-line analytical processing and data mining, and advanced technology such as through predefined statements, casual queries, OLAP analysis and so on the function, in-depth analysis of customer brand attributes. The traditional mobile customer segmentation based on customer records of consumption, mainly from business mainly for customers, has been difficult for us to meet company marketing strategies of the request. As for the customer brand management, this paper VALS2model (based on the values and way of life) customer segmentation study emphasizes, starting from the customer demand of customer’s psychological behavior and communication with customer behavior characters two-release combined.By establishing problem correlation matrix, extract the Lord layer factor, using the factor orthogonal rotating finally obtain the psychological and communication behavior factor. This paper will analyze the factors from cluster analysis of12 customer groups, and its clustering reasonable check and preliminary analysis of groups. Choose general data tools and mature decision tree algorithm simulation data. By decision tree algorithm of user, classification, which are analyzed, validation classification rate, optimization model, a detailed analysis group characteristics and its brand attribution.This article will data mining results and mobile customer brand management from several aspects, and combined with the data mining technology expounded in the customer brand management have been successful. Develop precise marketing, customer brand migration, reducing marketing costs, improve customer value.