An Empirical Study Of Mobile Operator's Customers Based On Customer Value

With the increasingly fierce market competition, the changing demands and disappearance of demographic dividend, the mobile operators are facing increasingly greater pressure and challenges .Under such kind of environments, only by analyzing the behaviors of customers to maximize the customers' value and business efficiency can the mobile operators maintain long-term sustainable development. Based on the background mentioned above, the paper establishes the mobile operators'customer value analysis model in order to provide the necessary quantitative theoretical support.First of all, the paper puts forward a customer value model based on customers' current value and potential value, determines the weight of each index using analytic hierarchy process (AHP) and entropy weight method, calculates the value of customers through gray correlation analysis method and designs the structure of customers' evaluation model on the basis of BP neural network.Then, the paper carries out customer segmentation based on the result of the evaluation with the method of k-means arithmetic. Finally, the paper provides corresponding marketing strategies for different groups of customers.With a view to combine demonstration study with theoretic analysis,this paper gives a brief introduction of the development of mobile operators, applies data mining technology on customers' value analysis,and provides solutions focusing on traffic management and decision-making basis for the telecom marketing strategy options.Therefore, it has great significance in theoretical research and the practical application.