The Application Of Data Mining In A Unicom Company’s Customer Relationship

In rencent years, with the development of China’s economy, the city’scommunication industry has undergone great changes, mobile phone penetrationrate is rising year by year, but the market share of Unicom has decreased.Bycomparing Unicom Company with other communication service providers inproducts and services, we find that there is no virtually difference;and the price ofChina Unicom is much lower, so the reason of Unicom Company compete in themarket of disadvantageous situation is that the company doing in the CustomerRelationship Management is not enough good.Customer Relationship Management is a customer-centric philosophy ofexperience.For the communications industry,the implementation of CustomerRelationship Management should refer to the theory of customer relationshipmanagement, and combining with the present industry situation. Therefore, takinginto the account factors, the article put forward the concept of CustomerEnvironment,and the content of the telecommunication industry CustomerRelationship Management should reduce to building Customer Environment. Andone of the effective way to establishing Customer Environment is Data Mining.Data Mining is a method of extracting knowledge from large amounts of data,it has many kinds of methods, and the application of each method in Telecom hasits advantages and disadvantages. In the comparative of each methods, the articleselects the descriptive statistical method.According to the customer age、 networktime、consumption and other factors of China Unicom’s customers, combined withthe three factors of Customer Environment: the customer’s awareness, thecustomer’s recognition and the number of customers, the customer is based intolower age customers, college students customers and ordinary customers,discussing respectively how to establish good Customer Environment in the threegroups of customers, and give some practical suggestions.