Research On The Loss Of Broadband Customers Company A Based On Survival Analysis

With the expansion of China's broadband network coverage,competition among broadband service providers is becoming increasingly fierce.The competition in the broadband market has shifted from the construction of infrastructure to the competition of customer stock.According to the data of 2018,the number of fixed network customers of China mobile has exceeded that of China telecom,breaking the dominant position of China telecom in the broadband market.Company A,A subsidiary of China telecom,is also faced with serious problems such as serious loss of broadband customers,insufficient increase of user retention,and low relocation of high-value users.Facing the current severe customer loss,how to use the existing database resources,establish an effective customer loss prediction model,find the factors affecting customer loss,attract new customers and retain old customers at the same time,has become the key for the company to obtain the industry competitive advantage.On the basis of summarizing the relevant research results at home and abroad,and based on the theories of CRM and survival analysis,this paper studies the current problem of broadband customer loss faced by China telecom A company.First of all,through the field survey to understand A company's current broadband business development,customer loss status and problems,and from the company itself,customers,competitors three aspects analysis of the reasons.Secondly,the real data of 5,525 broadband customers in the company's existing database were selected based on the survival analysis method to establish the survival analysis model and COX model.The cumulative survival curve obtained by establishing a separate survival analysis model for the selected variables was analyzed to obtain the change of each variable with the survival time.In addition,COX model was built to determine the risk factors affecting customer churn and compare the strength of these factors.Finally,based on the results of the model analysis,this paper takes the current situation and future development of A company's broadband business customer loss as the core,and proposes countermeasures to prevent customer loss of A company's broadband business in terms of customer management,customer service,product structure,publicity and other aspects through multi-angle analysis.The conclusions obtained in this paper and the countermeasures put forward to prevent customer loss are of certain reference value for effectively solving the problem of customer loss of company A,and are conducive to the sustainable development of the company in the industry.