Research On Mobile Customer Value Evaluation Based On Value Contribution And Consumption Feature

Despite the global economic recession has restricted the industrial economicgrowth， the mobile communication market develops rapidly under the limitedconditions compared with other industries. There is a growing demand for highercustomer service offered by mobile communications operator which providesopportunities to this market but also intensified the competition among operators. Thetraditional customer management mode is becoming outmoded and operators need tochange the traditional Business Strategies that has long put quantity ahead of quality.Faced with these problems， how to systematically research the mobile customer valueevaluation system and how to make customer value enhancement strategies to reducecustomer churn and improve the market competitiveness become the key factor foroperators in customer relationship management (CRM).Based on the comprehensive reading of references about mobile customer valueresearch and summarizing the existing methods and according to the current practicalneeds the thesis proposes a more scientific and effective model of customer value whichcan be used to identify customer to segment customer to evaluate customer and todevelop customer. Base on the summaries of important researches in the field of mobilecommunication customer value， the thesis designs its theory framework. This modelcontains customer value evaluation and customer consumption behavior analysis，andbeside these，we introduce stability analysis of consumption and network flow analysisto expand customer value research. At last we ues this modle to analysis customer valueand last combines the analysis of customer consumption behavior characteristicsbetween the evaluation of customer value to propose strategies to maintain and developcustomer value.This thesis selects a sample of customers’ historical consumption data from SichuanYibin mobile branch to verify the value evaluation model. Experimental results showthat the proposed model based on the customer consumption behavior characteristicsand customer value evaluation in this thesis is scientific， reliable and effective， and itcan be used to help the operator implement precision marketing. Meanwhile the model proposed in this thesis provides new insights into mobile communication industrycustomer value research.