Research On Customer Segmentation And Marketing Strategy Of G Mobile Companies’ High-end Customers Based On Date Mining

With the innovation of 3G and 4G mobile communication technology, the competition about existing customers among telecom operators are more and more intense. As we all know, 80% of the profits of enterprises is created by high-end customers who account for 20% of the customers, and all the three operators are faced with high churn rate, especially high-end customers, therefore, high-end customers has become the focus of competition. In this paper, to solve the problem of high churn rate of high-end customers, we start from G mobile company itself, and found that its high-end customer service channels and service quality are all high satisfaction. Through questionnaires and interviews, we found that the marketing segments of the high-end customers are not clear, the marketing methods of high-end customers is a lack of specificity, and is low consumption of the degree of awareness of electronic channels and flow. To solve these problems, we use data mining technology in the descriptive analysis, cluster analysis and association rules with SPSS 20.0 and Clementine 8.0 software to research the marketing segments and consumer behavior of high-end customers. The main research goals and content are as follows:(1) This paper conducted a descriptive analysis of consumer behavior for the high-end customer data, in addition to the basic characteristics of the sample described above, we find that there are some high-end customers beyond the package is costly, and analyzes beyond the package outside the consumer behavior.(2) This article subdivide high-end customers into six classes, each class has its own distinct characteristics, while the mass-customers due to the large number of high-end customers, so it again subdivided into four categories in order to better distinction between different groups, so that marketing effect more significance.(3) From the point of view of consumer behavior preferences, dig out the law of consumer behavior and preferences of the high-end customers, and analysis to which consumption characteristics of customers would flow consumption interested in? can we have targeted for traffic marketing?(4) Whether there is a certain amount of time or seasonal regularity on high-end customers` consumption? Such as a different month, consumer focuses and so on.This article uses data mining and analysis of consumer behavior. The results show that:(1)there are obvious behavioral characteristics of high-end customers` behavior and a part of customers have unreasonable packages, which lead to a high amount of consumption;(2)many high-end customers can be broken down into a few large user base, and major user group has its obvious behavior of consumer behavior;(3)high-end customers` behavior have obvious behavior preferences, which focused on the communication needs, lower consumer traffic, and most of the clients consumption flow only 5.4 M monthly;(4)high-end customers` behavior have a certain regularity of the time or seasons;(5)high-end customers` monthly flow consumption increase over time, but the demand of local mobile communications is reducing.Overall, on the one hand, the paper enriches the communication operation in customer segmentation and consumer behavior research, and foreshadows for communications operators in the marketing management, customer segmentation, customer behavior and other aspects of the law founded; on the another hand, for practical problems existing in G mobile company, the paper solves the high-end customer’ segments and provides high-end customers’ marketing recommendations.