Clustering Algorithm Based On Improved RFM Model In Rural Users Of The Research And Application Of 4G Consumer Behavior

In 4G(Fourth generation communication technology)communication era,the competition among Chinese three major operators(CMCC,CTCC and CUCC)is becoming more and more fierce.The communication market in urban area of Rugao City(Nantong)has gradually become saturated.There is few breakthrough in the number of users for 4G because it has been to the peak.On the other hand,the rural area is a blue ocean to be developed.There is big space worth digging for there are many people in the rural area but the 4G has not been popularized.It is demanded to expand the market share of CMCC in 4G area by effective marketing.So it’s time to explore the rural market for the CMCC 4G marketing share.RFM model is an important tool to measure if the customers could bring interests to a company.R means the last purchase behavior,F means the purchase frequency,and M means the purchase amount.But the RFM model is not suitable for the CTCC because the users are consuming almost all the time and the purchase frequency is high.This research studied the purchase behavior of communication users and gave a ATM purchase behavior model for mobile users to repair the disadvantages of the RFM model.The ATM model has been approved to be an effective method to analyze the data from corporate customers of communication with the practical applications.The obtained results of this study could be the scientific basis for improving the 4G coverage rate of CMCC in the rural area.