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Research on Customer Segmentation Method of Telecom Enterprise Based on Customer Behavior Learning

Author: ZhuXingYan
Tutor: WuYingLiang
School: South China University of Technology
Course: E - commerce Engineering and Applications
Keywords: Customer Segmentation Consumer behavior Data Mining Clustering method Telecommunication enterprises Empirical research
CLC: F626;F224
Type: Master's thesis
Year: 2011
Downloads: 135
Quote: 2
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Abstract


With the arrival of 3G era, the increasingly fierce competition in the telecommunications market, customer resources become the focus of competition in the telecommunications enterprises. Understanding of the performance for the enterprise customer's enterprise master customer knowledge, customer spending behavior law is an important part of the knowledge of the customer, so the main part of the telecommunications enterprise customers accurate marketing customer segmentation based on consumer behavior cognitive. Telecommunications companies in order to provide personalized services according to the actual characteristics of consumer behavior through data mining technology accurate and effective segmentation of telecommunications customers. This article through the analysis of the research status telecommunications enterprise customer segmentation, customer segmentation model based on consumer behavior, and an improved clustering method theoretical and empirical analysis of the model, using data mining techniques, found that different customer segments, according to the cross-cutting feature, precise marketing strategies for different customer groups, has a very important reference value of telecom enterprises to enhance their level of personalized service, strengthen precise marketing capabilities. First, this paper summarizes the research status of customer segmentation and its telecommunications enterprise application status and problems of theory and technical methods of customer segmentation and data mining, analysis combing, and to determine the content and technology of the thesis route. Secondly, in order to more targeted research telecommunications enterprise customer segments, telecommunications enterprise customer segmentation demand a detailed analysis of the study pointed out the need for telecommunications enterprise customer segmentation, and found that the existing customer segmentation and needs to be improved. Next, the analysis of the telecommunications enterprise customer segmentation method, behavior-based customer segmentation matrix combing build a telecom the enterprise customer segmentation model based on consumer behavior, in order to achieve the multi-dimensional, comprehensive customer insight ; and by comparative analysis of various clustering methods, K-means algorithm based on an improved model, to eliminate multicollinearity indicators to be more conducive to precision marketing customer segmentation results. On this basis, the paper with the case of a branch of the Guangdong Telecom, combing through massive data analysis, empirical research and theoretical validation and empirical results show the effectiveness of the new customer segmentation model, as well as improved K-means clustering model of scientific method and the advantages to achieve customer segmentation, data mining, and cross-analysis based on different customer characteristics, targeted personalized marketing strategy. The results show that: this article made to work with a high practical value and enhance the effect. Finally, the of telecom enterprise customer segments summary and outlook, and pointed out the problem and the direction of further study in the future.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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