Dongguang Electric Power Customer Value Analysis And Application Based Big Data Mining

Since there was electricity in Dongguan in 1915, by the end of 2014, there are 2,223,900 clients with the annual power supply quantity of over 65 billion kilowatt per hour. For one hundred year, with the rapid construction of power grid and improvement of operation mode, the power supply ability and quality has been rapidly enhanced. The electricity in Dongguan has developed into the basic balanced of supply and demand from the previous situation of serious lack, and the demand of clients for electricity has been met.With the constant promotion of social consumption concept, the requirement for the power supply service quality is constantly higher and higher. However, Dongguan power supply bureau still has not established the big data analysis model of clients and been unable to effectively master client demand or meet the personalized demand of client groups with different values, which directly restricts that the power supply service develops into delicacy management.This paper takes the big data of consumption behavior information recorded by the marketing system of Dongguan power supply bureau as basis, to explore data rules from a lot of interaction information as well as analyze and summarize the features of data with the help of date mining technology. Combined with the features of economic operation, industrial nature, regional characteristics in Dongguan, and according to the consumption behavior features of clients, it designs the analysis based on data mining to deeply explore client value, accurately grasp client demand and provide different management and control techniques to serve product planning, channel construction, resources allocation, electric bill retrieving management and emergency response. It provides corresponding service product for the clients with different values and further guides the demand of clients, promotes Dongguan power supply bureau to provide different services based on client value within the limited service resources, so as to meet the different demands of clients, complete the enterprise mission of creating value for clients and gradually make power supply service transformed to be lean-oriented.First of all, this paper develops the research on the application of data warehousing system in power supply enterprise and methodology of data mining, summarizes and analyzes the main research achievement of client value analysis theory and data mining theory, and focuses on illustrating the strategic meaning of client value analysis and application based on data mining. Then, it explores the research on the evaluation system of electricity client value, conducts the value evaluation system design including client value evaluation dimension design, index design, etc., deduces the empirical formula of choice of client value evaluation variables, weight design and client value evaluation. At the same time, combined with the concrete data of the features of Dongguan electricity clients, behavior features of electricity clients, the influence of social economy on electric consumption, etc., it constructs the Dongguan power supply client value analysis model. In the end, based on the studies of the different service strategies based on the client value, it explores the different marketing service strategies on service product planning, client emergency management, service channel construction, client risk management and control, client relationship maintenance, etc., guides to constantly promote the profit ability of enterprise and client satisfaction within the limited resources, and establish the stable client relationship.