Application Of Database Marketing To Maintain High-end Customers In The Communications Industry

2008years of telecommunications industry restructuring the break between the fixed network operators and mobile operator business rule, opened a prelude to the whole business competition.High-end customers become the focus of operators for the.As the dominant operator China Mobile occupied nearly80%of the market share in high-end customers, high-end customers to maintain and maintenance is crucial to China Mobile.However, the telecommunications industry in the high-end customers have great difficulty.Mainly in customer groups is huge, the average cost of marketing limited, effects of customer churn reasons and a series of complex factors and constraints.In this paper, the author has long been engaged in the practice of high-end customer communication industry, take the database marketing ideas, give full play to the communication industry is highly IT data accumulated advantage, through services for high-end customers in the critical moment and high-end customer churn risk accurately classified maintenance, show the specific research methods of communication industry in the high-end customer data marketing the obtained data model, mature and effective, and good working effect in practical work.In this paper, on the high-end customers in the critical moment of service and high-end customer churn risk quantitative analysis model research, respectively adopt methods of investigation and expert opinion and modeling software, two kinds of methods, two kinds of high-end customer database marketing model were established.This paper has been successfully database marketing model with the actual strong guidance, has very important significance on the maintenance of the communication enterprises in the high-end customer relationship.At the same time, the method and process of modeling this paper shows and provides reference for solving similar problems.