Research On 3G Customer Segmentation Based On Customer Behavior

ABSTRACT: It will be 3G the first year of an era of China Telecom trade in 2009, at 3G age, every customer, 3G of development, that operator do one's utmost and seek, suitable for service mode of colony, customer of 3G, in not serving. And the customer subdivides to realize foundation and assurance of the customer relationship management, how utilize existing experience practise and technological means carry on science subdividing effective to colony, customer of 3G, it is a subject of operator's key research of every large telecommunication at present.Because at 3G age, 3G customer more past 2G's customer has its obviously different characteristics.for example measurement, customer's demand for the business and behavioral aspect that contribute in value have obvious characteristics, and market strategy, service tactics,etc. for 3G era different from 2G era too, make the customer based on 2G times must need to make certain optimization and improvement to subdivide the method, model while applying 3G customer's colony to.Thinking and framework herein. First of all, propose research background and meaning, define research purpose and method. Secondly, study the theoretical system of the customer relationship management at present, subdivide the method to sum up and summarize to the present customer, introduce the application of relevant technology. In the current situation which 3G customer subdivides at present of key research of chapter three, have analyzed the characteristic of 3G customer, the market strategy, service of 3G era make a reservation, it is analyzed that the customer subdivides the method and subdivides problem and deficiency that may exist to 3G customer at present, propose the improved customer's behavior subdivides the model that models and customer's value subdivide. Chapter four take A Company as the background, realize improved because of customer subdividing modelling and based on customer's value to subdivide modelling behavioral especially. Chapter five, subdivide, employ, as embodiment, prove accuracy and result to subdivide the model that this text put forward further with A 3G customer of Company, and appraise to the result of employing by way of questionnaire investigation. Subdivide the result studied on 3G customer and optimize and put forward looking into the distance continuously finally. The main contribution herein is: Subdivide the method to sum up and summarize to the present customer; Have carried on deep analysis to current situation and demand that 3G customer subdivided; Subdivide models and carry on the concrete design after putting forward 3G customer based on that the customer is behavioral; Provide the concrete application embodiment. Innovation lies in: 1, Innovation to employ target, 3G user still emerging colony at home, go on, subdivide to 3G customer to have practical experience but reference; 2, Subdivide the innovation of the variable, on the basis of consulting the past behavior and subdividing the variable, put forward more pointed variable of subdividing according to 3G business and the customer's behavioral characteristic, make, subdivide result worth consulting further. The purpose herein is to seek subdividing the method effectively to colony of 3G customer in the trade through the study on colony of 3G customer, can offer effective decision support and job guidance for the services and sale of telecommunication enterprises.