Research On The Custom Equity Evaluation And Segmentation Of Mobile Communication Company

The study focuses on the customer equity evaluation and segmentation of mobile communication companies. After summarizing the previous research and combining with the actual situation of China telecom operators, the customer equity evaluation model and three-dimensional value segmentation model are proposed, and an empirical study has been done.The customer equity evaluation model measures the current-dominant value, potential-dominant value and current-implicit value of a single customer, and current-implicit value includes reference value and knowledge value. And a detailed explanation on the valuation of the value has been completed. The three-dimensional segmentation model is based on the customer equity valuation.With the empirical study on the customer equity segmentation of mobile communication companies, six sub-groups are found, they are: diamond-fashion customers, platinum-negative customers, silver-positive customers, brass-moderation customers, steel-active customers and lead-negative customers. And for each sub-group, the detail description of the value characteristics, consumption willing characteristics and demographic characteristics has been given.This study not only enriches the customer equity valuation and segmentation of the theory, but also can guide marketing practice, increase profits and improve competitive advantage of telecom operators.The innovation of this study includes:(1) customer equity valuation model of mobile communication company, including current-dominant value, potential-dominant value and current-implicit value, is proposed. The innovation of the model lies in the establishment of the implicit customer value of mobile communication company. (2) Three-dimensional customer value segmentation model has been established, which can help telecom operators solve extensive customer segmentation issues, and provide an important basis for the allocation of resources. (3) The empirical research is applied to and tested the customer equity segmentation. By collecting the actual data from China Mobile customers, the empirical research completes customer equity valuation and segmentation. The segmentation not only takes the customer value into account, but also consumer preference and demographic characteristics.