A Research On Customer Value Pattern For The3G Business

China Ministry of Industry and Information Technology issued three third-generation mobile communication (3G) licenses on the January7,2009sinceChina’s telecom industry has entered a new era-3G era.In recent years, with theimprovement of3G network and more and more3G user numbers,3G has beenconsidered the main driving force for China Telecom mobile growth. The bigoperators have waged fierce competition for3G business and realized that3Gcustomers who decide their future have become the survival and development ofkey factors. The analysis of the3G customers is the key in the key.This paper focuses on the new development trend of thetelecommunications industry to research the connotation of the3G businesscustomer value, and proposes a way of the pattern discovery of the customervalue based on the3G business, and reflects the characteristics of various typesof customers can be more comprehensive and detailed. According to the resultsof pattern discovery, telecom operators can predict the3G customers and take atargeted marketing strategy, thereby enhancing the efficiency of using resource.Firstly, it analyses the development trend of3G and question the division ofthe3G customers. According to the connotation of3G market characteristic andcustomer value’s analysis, Customer value based on3G business is defined toprovide the theoretical foundation of the research of the customer value patterndiscovery.Secondly, according to the3G specificity and the designing ideas andprinciples of the indicators system, this paper establishes customer valueevaluation index model based on the3G business and has a detailed explanationfor the indicators. It uses the AHP to determine the weight of the factors layer tothe index layer, and makes early preparation for the next step. At last, according to the established customer value index system modelbased on the3G business to study the customer value pattern discovery, first ofall,it needs to customer data pretreatment, and studies the steps of the patterndiscovery from the current value and potential value of both, and it may predictand analyze to the new customers according to the results of pattern discovery, itconducts an empirical study combine with3G customer data of a municipalcompany of the China Telecom.