Research On Customer Segmentation Of Telecommunications Enterprise Based On Customer Value And Customer Behavior

With reform and reorganization of domestic telecommunications industry constantly advancing, the competition of telecommunications market has being increasingly fierce. Contending for the customers has become the focus for operators, especially the high-value customers having become the main objectives of the competition. So how to find the valuable customers and make targeted marketing strategy to fulfill customers'needs is the major problems for the telecom operators. Comprehensive grasp of customer needs not only to identify customers'value, also need to understand the specific characteristics of consumer behavior.Customer value segmentation can identify valuable customers, but can not find the specific characteristics of consumer behavior; Customer behavior segmentation can identify characteristics of customers'demand, but ignores the value of customer identification. Therefore, the paper proposes a customer segmentation model on the telecommunications industry based on customer value and customer behavior.Firstly, the paper summarizes the present investigation of customer segmentation and customer value theory, and analyzes the present investigation condition of customer segmentation for telecommunications industry; Secondly, according to the characteristics of the telecommunications industry and considering word-of-mouth effects on the impact of customer value, the paper puts forward a customer value model and a three-dimensional model for customer segmentation based on customers'current value, potential value, and public praise value, and make corresponding marketing strategy based on customer segmentation; then on this basis, combined with customer behavior segmentation to carry out more detailed customer segmentation, gives the concrete steps for customer segmentation based on customer behavior, building an segmentation matrix based on customer value and customer behavior; Finally, the paper gives an instance based on the data of a mobile communication enterprise, and provides corresponding marketing strategies for different groups of customers.