Mobile CRM Customers Subdivision Research Based On Data Mining

With the development of domestic telecommunication, the competition amongtelecommunication enterprises is intensified, especially since the reorganization ofthe telecommunications industry in2008. On one hand, the possible choice forcustomer is much more than in the past, the competition for customers is becomingmore and more intense. After the continuous operator "price war", the phenomenonthat "increase in number but not increase income" appeared in the communicationmarket, a large number of low loyal customers changed operator or business.Although the communication enterprises took measures with a certain favorableperiod to reduce the loss rate of customer, after the favorable period ended, manycustomers would change the operator or SIM card to obtain new discount, whichcaused massive loss of customers, fall in business revenue, low efficiency and highcost for customer development. On the other hand, the number of communicationcustomers has grown rapidly in recent years, and formed substantial customer basewith different requirements. At the same time, various new services applicable todifferent populations have been introduced, communication enterprises need toprovide customers with services which best match their business needs through thecustomer segmentation.In such competitive situation, and in the face of the massive customerinformation and customer data, how to take the customer’s demand as the guidance,use the scientific method to carry on the analysis, and get the useful information, thenrealize implement fine management and marketing, and through targeted by the highquality service to attract and retain customers, and expand the market share, andoccupy a favorable position in the competition, are the focus for operators.This paper applied the data mining technology to customer relationshipmanagement system of Changsha mobile company, analyzed the massive customer’sinformation, and achieved the purpose of customer segmentation and fine formarketing, this application obtained the appreciation of the Changsha mobile businessmanagement staff. This paper mainly completed the works as follows: Firstly, itresearched the current situation of CRM at home and abroad, the current situation,function and significance of communications CRM. Secondly, in order to forecast thevalue orientation of customers, the data mining technology was introduced into themobile customer relationship management system, established the mobile customer relationship management system based on data mining technology, and providedtheoretical basis for the marketing staff to conduct targeted marketing. Thirdly, thispaper applied the research results to the customer relationship management system ofChangsha mobile, take the Changsha mobile customer data as data source, withChangsha mobile business line management personnel to communicate selectedsegmentation variables and select of segmentation variables, then built the model ofcustomer segmentation, and use the K-means cluster analysis algorithm of clusteringresults, and finally analyze the clustering results in detail, obtained the predictiveindex and formulated corresponding marketing strategy. At the same time, this paperapplied the corresponding clustering predictive indicators to Changsha mobilecustomer relationship management system.