The Research Of Telecommunication Personal Customer Value Measurement

Only than the other competitors to provide more customer value, enterprises can retain and create loyal customers, and is invincible in the competition. For this reason, the customer value has become the common focus of attention by theoretical circles and the business community, and be regarded as a new source of competitive advantage.China Telecom divides its customers into three categories: Government-Enterprise customers, Family customers and individual customers. Typically, Telecom individual customers refer to individual customers using Fixed-line business and PHS business. Compared with the other two customer categories, Telecom individual customers own the most significant market characters. These days, although China Telecom enjoys large customer base in the areas of Fixed-line business and PHS business, it is being threatened by the competition from mobile phone. And hence it is being suffering the sign of slow growth or even contraction in market development and operation. Taking Jiangxi Telecom as an example, this thesis study Telecom Individual Customers Value (ICV) in the perspective of individual customers, set up customers segment model and customers value model using marketing management theory and statistical methods in order to help enterprises achieve customer different treatment according to different levels of customer value ,to help enterprises set up corresponding marketing and service strategies so as to improve enterprise management level and comprehensively enhance the competitiveness of enterprises.This thesis will mainly focus on three aspects: Design individual customer value measurements system, by giving specific measurements from its current value and potential value;Construct individual customer value model based on cluster analysis and give empirical analysis results. This model bases on data of business having occurred and segments customers according to customers value .It is a "Posterior" model; Set up individual customers value model based on discrete choice model and give empirical analysis results. Different from individual customers value model based on cluster analysis, this model bases on data of customers market behavior and segments customers according to the effectiveness (value) of products, it is a "prior" model.