Customer Segmentation Of Mobile Communication Enterprise Based On Customer Lifetime Value And Customer Loyalty

The mobile communication market of our country has experienced rapid expansion, new customers increase slowly, incremental market has saturated. However, market competition is increasingly fierce, and customer losing rate is high. The competitive situation has access to the "stock" competition in order to maintain existing customers, induce the existing customers and attract new business. Therefore, customer segmentation research has become an urgent requirement for enterprises. By segmenting customers, we can divide customers into groups of similar consumption and understand consumption feature of each, thus difference strategy will be given according to each segment's character. Consequently we can prolong customer online and debase the possibility of customer churn. Then customer segmentation has become the bases for setting up marketing strategy, branding recommendation system as well as new set lunch developer of mobile communication enterprise.First of all, the paper analyzes the present investigation condition of customer segmentation of mobile communication enterprise and relevant problem, summarizes the present investigation of customer segmentation, customer lifetime value theory and customer loyalty theory; Second, according to the special characters of wireless telecoms and considering the past profit contribution, potential benefit, and defection probability of a customer, the paper provides a customer value model of mobile communication enterprise and a three dimensions customer segmentation model based on the current value, potential value and loyalty of the customer. And propose a method for maintaining customers based on the value of segmenting customers; At last, the paper gives an instance based on the data of a mobile communication enterprise, and provides the methods to maintain customers according to the different segmented customers.