Research On Customer Value Evaluation Of Broadcasting And Television Network Operators Based On Data Mining

The new NGB technology, enabling the convergence of the telecommunication, Internet and broadcasting networks into one complete system, has turned from a pilot project into full swing. Broadcasting network companies has established an increasingly strong sense of active customer service, when facing of market-driven competition. In order to improve the level of their operation management and customer service, broadcasting network companies can learn and use the method of data mining algorithm for customer value evaluation and customer segmentation.At present, there are few related researches on customer value evaluation in broadcasting network industry domestically. This thesis takes the Broadcasting Network Ltd. of J city for example, and collects the influential data of customer value, Though the assessment of multi-dimensional customer data indexes, and on the basis of data analysis and practical experience, the thesis distributes weighted value for influence factors and establishes the customer value evaluation model. Moreover, a rational and scientific customer value evaluation system, that is convenient to operate and easy to promote, has been set up, from the perspectives of current (dominant) and potential (recessive) values.With the combined methods of qualitative and qualitative analysis, the software of data mining is applied to figuring out the dominant and recessive values. Moreover, customers are subdivided by the means of the K-means clustering algorithm. According to the results of customer subdivision, the application and improvement strategies of broadcasting network customer value, as well as differentiated service and marketing plans are provided. In the meantime, methods to improve the key influence factors of customer value system are also raised.