Applied Research On Using Data Mining Technology In The Mobile Business Customer Value Identification

Current computer technology has developed to the mobile Internet era, which means that there will be over one billion users and intelligent devices, anytime, anywhere access network which the interaction of information. Mobile Internet devices will become the way people obtain information and important window that people share their personal knowledge. Moreover, on the mobile terminal will emerge a variety of commercial products. Along with the importance of access and share knowledge on mobile Internet is increasingly rising, how to better serve and attract customers, providing customers really need, and the discovery of potential customer needs, which has become a hot issue for many businessmen. For in-depth study of the customer value of mobile commerce market, the article uses decision tree (C5.0) and association rules ((Apriori)) of data mining technology, research on customer value and business value of mobile commerce in order to determine which groups is high-value customers, and then, to identify the main features of high value customers, beneficial to enterprise further development of customer market, to better grasp the target customers, as well as provide an easy operation and feasible method. Identify the current and potential high-value customer groups and their characteristics, this decision-making model can provide decision for value chain and interest groups of mobile commerce.Firstly operators need to create a innovative channel model, to create experience platform that user can better understand and meet customer needs. Furthermore, the content providers need to provide a richer and better content with target customer. Only provide the enough good product for the user, the user will have a better experience and can increase the content of mobile commerce understanding and further promote the development of mobile commerce. In short, this paper just is a microcosm of mobile business applications by using data mining technology. We can further extend this method to the all aspects of the value chain of mobile business. In the whole process of value chain of mobile business can use data mining techniques to exploit its potential and value and then can better serve for the mobile business customers, develop product that customer better need.