Research On Marketing Strategy Based On Date Mining For Electric Power Customer Behavior

"The13th Five-Year Planning" is a critical period of roundly deepening reform.Facing the new situation of reform,electric power enterprises should break the inherent monopoly thinking,focus on the future,and pay more attention to the quality of customer service and efficiency of development.They should pay more attention to the quantitative management and lean management.And they should pay more attention to the market as the guidance and the customer as the center.They should start with the need of the customer and end up with the satisfaction of the customer.They should transform passive service into active service.They should transform extensive service into precision service.Around the customer’s characteristics and requirements,implement the value marketing,to better create value and delivered value for customers.This paper first studied the current domestic electric power industry on customer behavior data mining and marketing strategy present situation,deficiencies of traditional marketing strategy are analyzed,puts forward the data mining for the new situation to carry out a more precise marketing strategy advantage.Secondly,the basic concept of customer behavior,the Customer Behavior Theory of the Whole Life Cycle as well as factors influencing the behavior and the process of influencing decision-making of customers were studied in this paper.At the same time,we also study the theory of data mining and the data mining tools.In this paper from the five aspects of customer behaviors,the main and typical behaviors were selected as the analysis object.The first aspect is the behavior of the normal using electricity of customers,the increment of electricity and shrinking electricity were selected for corresponding interrelated analysis.The second aspect was the behavior of non-normal using electricity of customers,including mainly using electricity with breaking a contract and electric larceny.Through clustering,the commons and differences of the behaviors among the different customers were searched;The third aspect was the data mining of the customer payment behavior.The mining and clustering on the choice of payment method and the law of payment time of customers were conducted;The fourth aspect was the research on delinquent behavior of customers.According to the delinquent trend,industry distribution and payment ways of delinquent customers,the data mining was conducted;The fifth was the research on complains as an important appeal of customer appeals.The composition of types,regional distribution and the time law of complaints were mined.And for the complaints,the clustering analysis and prediction were conducted.On the basis of the data mining of customer behaviors in the five parts,the corresponding marketing strategy was put forward according to the phenomenon of customer behavior.The analysis of the customer behavior based on the data mining was more quantitative,objective and true.Speaking with data,make marketing strategies made by the power companies more scientific and effective.There was also a positive referential significance for other industries.