Analysis Of Customer Behavior Based On Data Mining, Telecommunications Companies

After reform and Reorganization of Chinese communication companies, mobile companies are faced with new competition situation. The competition situation is from the competition of network resource turning to service, perfect competition market and customers as the competition focus of enterprises. So it is necessary for mobile operators to choose Customer Relationship Management (CRM). At present, the Customer Relationship Management (CRM) of mobile companies exists some problems. The base of customer segment is the result of statistic analysis and the criterion is expenditure or the combination of expenditure, age and so on. This method can 't well reflect the demand of customers and neglects their preference. The research of CRM mainly aims at studying customer value and the customer segment and holding based on its value. The study based on customer value can identify valuable customers, but not reflect customers'requirement motivation and change, consumption preference and so on. So it is necessary to study customer's behavior. But the traditional statistic method has limit to the new customer knowledge finding. This dissertation illustrates the competitive situation of telecom companies in China at present. And the theoretical frame of CRM and customer behavior, the advantage and influence of data mining technology used in customer behavior analysis, are analyzed systematically. This paper select M mobile company as research object to conduct empirical study. Based on interview and questionnaire investigation, cluster analysis and correlation analysis are conducted with three month consuming data of whole "global communication"customers of this company. This paper proposes that customers of this company can be divided into five clusters and there are potential developments in new ones of telecom businesses. Besides, through studying, some rules of customer behavior are found in this company. At last, several suggests are proposed in technology and marketing for this company, which also have some reference values to other telecom companies.