High-End Customer Segmentation And Marketing Strategy Research

In 2017,China Mobile's 4G subscribers have reached 650 million.The traditional segmentation method is based on the size of the ARPU(Average Revenue User),which is divided into high-end,mid-end,and low-end customer groups.This method is difficult to meet the requirements of customer management and marketing.It only takes the current value of the customer into account,and does not involve the potential value of the user.From the company's own status quo,after investigation we found that high-end customers have higher satisfaction with their service quality.So it can be inferred that the high customer off-line rate is mainly caused by problems such as unclear customer segmentation,lack of targeted marketing activities,and low awareness of electronic channels.Therefore,it is of great significance for the long-term development of telecom operators to effectively divide high-end customers.satisfy customer's consumption demands to the utmost,and increase satisfaction.This article mainly uses descriptive statistical analysis methods to understand the basic statistical characteristics of high-end customers.Next,a cluster analysis method is used to perform high-end customer market segmentation and summarize the consumption behavior of each type of user group.Finally,the association rule method is used to analyze the customer's consumption behavior data,and the implicit rules in the customer's consumption behavior are discovered,the data service customization patterns of various user groups are summarized,and potential users are excavated.Through the above analysis,the results show that:(1)There is a clear preference for high-end customers'consumption behavior,and the demand for calls and data traffic is high;(2)The consumption behavior of high-end customers has obvious characteristics.Some customer-customized packages are unreasonable,resulting in higher billing costs;(3)High-end customers are divided into high loyalty-low consumption,high value-high consumption and possible loss of customers.Each user group has significant characteristics.This article selects the high-end customer's consumer behavior data of the mobile company for analysis.The research results show that the use of data mining technology to research the customer's consumer behavior is reliable.Mobile operators can build an intelligent marketing system based on the segmentation results,and monitor the flow of consumer behaviors of high-end customers in the market segments.At the same time,according to the high-end customers'consumption behavior patterns,the relevant business will be pushed to customers,improve the success rate of business recommendation,reduce the marketing cost of customers,and provide reference for telecommunication operators to formulate accurate marketing plans.