Segmentation Model Research Of Telecom Operators’ Organizational Customers Based On Nested-Appraoch

Since the2008reorganization and split of the domestic telecom operators, the three major telecom operators ushered in the era of full-service competition. Meanwhile, with the gradual lowering of capacity and profitability of personal customer market, organizational customers have undoubtedly become the focus telecom operators compete for. In order to improve the competitiveness in organizational customer market and enhance customer value, one of the key strategies is to deepen organizational customers’market segmentation. Based on this, the main research contents and results of this paper are as follows:(1) Built a new organizational customer segmentation model framework based on the Nested-approach and customer value theory.Firstly, by collecting and collating research literatures about organizational customer segmentation and telecom operators’ organizational customer segmentation, we chose the Nested-approach as the base of the research. Then by combining Nested-approach with the organizational customer value evaluation theory, we built a new organizational customer segmentation model framework which is composed by six different segmentation dimensions, including Customer Value, Demographics, Operating Variables, Purchasing Approach, Situational Factors and DMU Personal Characteristics.(2) Screened out segmentation indexes for telecom operators’ organizational customers.Based on the new organizational customer segmentation model framework and the literatures about organizational customer segmentation and telecom operators’ organizational customers management, this paper screened out several indexes to segment telecom operators’ organizational customers. Then by expert interviews and questionnaire survey methods, this paper ultimately determined20indexes which can be used to segment telecom operators’ organizational customers, and gave out meanings and criterions of those indexes.(3) Selected an empirical application scenario, collected customer data from a domestic telecom operator and completed an empirical research.Firstly, selected the Group SMS/MMS product as the product research object and the corporate customers as the customer research object, then chose the promotion of Group SMS/MMS among the corporate customers as the empirical research scenario, screened segmentation indexes from the telecom operators’ organizational customer segmentation model and collected data from a domestic telecom operator. Finally obtained8customer groups with different characteristics and features and proposed management proposals for each group.