Promotional Activites Research Based On Custeomer Segmentation

China Mobile Communications Company, as the world’s largest mobile communications operator, leader in the domestic mobile communications industry with700million users. Currently, more than1.1billion mobile phone users, China Mobile in terms of the significance of customer retention is much higher than new customers.Increase customer loyalty, reduce churn, and further tap the potential needs of customers, the major carriers to increase the customer information data mining efforts, through reasonable customer segmentation, understand the demand of the various segments of the customer base, ultimately improve promotional capacity, improve the degree of rational allocation of marketing resources.Customer segmentation method based on the basic customer attributes, customer behavior attributes and customer value attributes three categories. Currently, the carrier’s customer segmentation mainly in two ways:First, based on the value of customer segments, such as broken down in accordance with the customer’s spending limits,ARPU value subdivided in accordance with the customer’s; another is based on the customer The basic property to be subdivided, according to a customer’s age, gender, brand, geographical information to be broken down.Customer base drawn above subdivision, however, there are some limitations, can not effectively support the corporate decision-making of the promotional activities, greatly influence the effect of promotional activities. The paper comprehensively consider the three properties of the basic attributes of the client, the value of the properties and behavior attributes, users three-dimensional analysis system, eight segmented customer groups obtained by cluster analysis methods, and at the same time to find the appropriate promotional methods and channels of each segment customers establish the association between customer segments with promotions, and eventually worked out a promotion decision execution model for China Mobile, the formulation, execution and evaluation covers promotional activities full links, a substantial increase promotion effectiveness and satisfaction.