Analysis On The Influencing Factors Of China Mobile's Customer Transfer Behavior

Since the national strategy of promoting network power,China's telecommunications service industry has developed rapidly.Nowadays,China's telecommunications market is mainly composed of three major operators: mobile,Unicom and telecommunications.In order to occupy a higher market share,the competition among them is becoming more and more fierce.As customers are the main body of the market,striving for more customers has become the main focus of competition among operators;irregular robbery tends to lead to customer loss,which will disturb the market balance,and ultimately will cause various adverse effects on operators.Therefore,it is of great practical significance to explore the reasons for customers' switching behavior.This paper takes China Mobile Communications Group Co.,Ltd.as the research object,and takes Wuhan university students as the research object.It analyses the influencing factors of customer switching behavior from two aspects: customer switching out and customer switching in.Firstly,we collect and deal with 13 factors of customer churn caused by high probability in traditional methods.Based on logistic regression model,we analyze the influencing factors of customer churn of College students.Finally,we separate seven main factors that affect customer churn of college students in Wuhan.According to the importance ranking,they are: satisfaction with package fee,monthly mobile phone fee.The number of complaints per year,the length of use of the existing number,grade,satisfaction with campus broadband,and whether there is any experience of switching network.Secondly,this paper defines the prospective college student customers as potential customers,and uses the method of cluster analysis and persona model to analyze the influencing factors of customer transfer.Potential customers are divided into four categories: traffic preference type,campus broadband preference type,call length preference type and personnel service preference type,and the relevant characteristics of potential users are obtained.To provide a basis for the analysis of users.Finally,from the perspective of mobile companies,combined with the analysis results,this paper puts forward relevant countermeasures and suggestions in order to win more customers and occupy a higher market share.