A Research On Precision Marketing Of Chinese Rural Telecommunication Based On Customer Segmentation

As China’s urban telecommunications market is becoming saturated, rural economic conditions gradually improved, operators began to turn their attention to the low penetration of rural markets. The domestic telecom operators widespread lack of effective subdivision of rural customers and the mode of operation is extensive. Therefore, it’s urgent for the operators to understand in-depth the rural customer needs and consumer behavior through reasonable breakdown of the rural telecommunications market, design combination of services specially for rural areas,change the marketing model from extensive marketing to precision marketing.Combined with the practical project,by applying data mining technology,the present research makes use of data gained from rural survey and carrier’s database,explores the marketing segmentation and precision marketing strategies of rural telecommunication from different perspectives. Firstly,establishing a model of marketing segmentation, using K-means approach to rural telecommunications users which bases on the customer demography and communication consumptive psychological information gained from market survey.Rural users initially can be classified as ordinary farmers, career-oriented customers and economy-oriented customers; With implementing commercial value of each market segment evaluated,it’s helpful for the operator to in-depth understand of rural telecommunications market customers. Secondly, collecting the data of rural consumer behavior and value in the telecommunications company database,further subdividing and evaluating the rural market on the basis of the results of existing subdivision by data mining modeling;Finally, providing the precision marketing strategy from three aspects of product design and selection、business promotion and differentiated services.The main contribution of this paper is to make the cluster analysis and K-means algorithm applied to the development of the precise breakdown of rural customers and marketing strategy,design a set of in line marketing products and strategies with the rural market characteristics, provide decision making for telecom operators to tap the market of rural customers, design rural localized business.