Research On Institution Customer’s Marketing Strategy Of Telecom Operators Based On The Customer Value And Satisfaction

China’s telecommunications industry has entered a new Development Period withgreat convergence, great change and great transformation. This is a transfers sign thattelecommunications industry abandon products competition mode, and enter a newperiod which adopt new business model to meet the competition. In this stage ofdevelopment and the external competition environment, how to focus on the limitedresources, discover the most valuable customers in the market, andadopt differentiated marketing at the same time, are going to be the central task and animportant topic of the telecom industry marketing strategy is also an important way toensure revenue growth of telecom industry which has obvious network externalities.The most valuable customers of telecom operators are always institution clients, thetelecom customer segmentation is helpful to make differentiate, rarefied,and Highapplicable marketing strategy, so as to promote the overall strategic transformation oftelecom industry, therefore, this dissertation has the following innovativeresearchs:Firstly, The effective and scientific evaluation for institution customer, directlydetermines the market segmentation and the applicability of the marketing strategy,this dissertation studies the characteristics and customer value of institution clients,constructed “the customer valuator of telecom operators’ institution customer”.Classify the indicators through clustering analysis, using the factor analysis module ofSPSS13.0for weight calculation. The reference to the latest institution customer datain the CRM system of a telecom operator has verified the model to be valuable. Theevaluation helps telecom operators build a scientific and reasonable institutioncustomer market subdivision, and establishes an effective marketing strategy forInstitution clients.Secondly,The dissertation designs a telecom industry institution customersatisfaction assessment model, which contains the analysis of institution customerexpectations, perceives quality, customer perceived value, competition, complaints,loyalty module.The SEM statistical method is introduced into the satisfaction levelmeasurement model, using the Partial Least Squares algorithm （PLS） to calculate the model path coefficient, using LISRELmodel to confirm the correlation coefficient and the weight between indexes, and thenobtain an empirical results through the2011survey data of a telecom operators.Tirdly,the characteristic combination entropy theory is introduced into KNNclassification algorithm, and proposes to improve the FUE-KNN algorithm. The twoparameters of characteristic combination entropy are set as customervalue and satisfaction, then concludes the Telecom operators institution customersegmentation model which based on the characteristic combinationentropy between customer value and satisfaction. In order to validate the algorithm inthe application of customer segmentation, the customer value and satisfaction data ofchina mobile institution users is analyzed as sample, then the institution clientsare subdivided into four categories: A "the best institution clients," B "the singularinstitution clients," C the "seductive" institution clients, D the "ghost" institutionclients. Combing with the6PS thory and SWOT-MS analysis, formulate SO-A,WO-A, ST-A, WT-A16classes such as marketing strategy. The application of thesestrategy provides a theoretical basis for China telecom operators how to adapt to thenew era of transformation development.