Research And Application Of Precision Marketing Based On Communication Customer Consumption Behavior Segmentation

From the perspective of the marketing manager of China unicom,this paper studies the distance based fuzzy clustering method on the basis of the customer portrait of China unicom's customers and the clustering analysis of China unicom's mobile network products.Based on the consumption data of unicom customers,the method proposed in this paper is applied to classify customers and connect with product categories to achieve the precise marketing recommendation between products and customers.Main work of this paper:(1)According to the consumption behavior of unicom customers,Apriori algorithm is adopted to conduct a portrait of customers' voice call and data consumption business and products selected by customers.(2)The k-means algorithm is used to analyze the product clustering,and the existing 13 main process network products are divided into 6 categories.(3)In order to achieve accurate recommendation,this paper proposes a new fitness function and standard variance method optimization method to build a fuzzy clustering model.(4)In order to accurately recommend China unicom mobile network products to customers,fuzzy clustering method based on distance was adopted to classify customers,and UCI data experiment was conducted to verify it,and application experiment was conducted through China unicom customer data set.The method proposed in this paper has been applied to practical work and achieved very good results.It has realized the accurate recommendation of six categories of products for unicom customers.The research of this paper provides an analytical idea and method for the product operation of China unicom's mobile network,and establishes a precise recommendation relationship between customer consumption behavior and products.It can effectively help marketing management personnel of China unicom to formulate products,and it is also an effective method to achieve precise marketing recommendation for China unicom's mobile network business.This paper has 18 figures,35 tables and 52 references.