【作者】 周会团；

【导师】 胡建华；

【作者基本信息】 昆明理工大学 ， 计算机应用技术， 2006， 硕士

【摘要】 电信企业面临着来自外部越来越激烈的竞争压力,产品周期不断缩短,客户的需求却不断多样化。电信企业越来越迫切地希望提高自身核心竞争力,一对一营销、以客户为中心、以精确服务为目的的市场理念逐渐被人们接受,成为电信企业提高竞争力的主流思想;同时信息技术的不断发展也为企业实现这种市场理念提供了强大的技术保障。 客户细分是电信企业提供面向客户的产品和服务的基础。它能够帮助电信企业准确了解复杂多样的客户需求和消费特征。客户细分可以帮助电信企业为产品寻找合适的市场定位,为目标市场选择合适的客户群体,寻找当前客户群体中存在的营销机会,并通过产品差异化在高度竞争的市场中获得竞争优势。 本文以XX电信PAS用户为研究对象,通过对XX电信客户模型的分析以及对现有数据的分析,提出了PAS客户细分数据模型。结合业务需求情况,作者选择了客户的自然属性、扩展属性、消费属性等作为进行客户细分的数据,基于数据仓库来处理和组织数据,使用SAS、ANALYSIS SERVICE以及传统统计分析方法进行分析和数据挖掘工作,通过聚类算法、决策树算法和相关的统计分析方法对这些用户进行细分,最终得到一个PAS用户的细分结果,并对这些类进行了详细解释。 本文论述了客户细分的整个过程,并使用相应的算法和工具加以实现,实践证明,本文的技术路线是可行的,所得到的细分结果具有一定的合理性和实用价值,对经营分析人员进行相关的营销活动具有一定的参考价值。更多还原

【Abstract】 Telecom enterprises today face fierce competition ,dynamic and complex market ,shorter product life-cycle and diversified customer demand .Telecom enterprises now have an urgent demand to improve their core competitiveness .They have realized that strategies focus on production and selling process can no longer meet today’s competitive environment .One-to-one marketing, customer-oriented and precision- service-oriented market theory have been accepted gradually and become mainstream to improve competitiveness .At the same time, rapid development of information technology makes it technologically possible to realize these market theories.Customer segmentation is the basis for the telecom enterprises to provide customer-oriented product and services. Customer segmentation is the basis for the telecom enterprises to provide customer-oriented product and services .It can help the telecom enterprises to understand the ever-changing customer demand and consuming character .It can be used to select appropriate customer groups, find the marketing opportunities in the current customer groups, and gain competitive advantages through product diversification.This article makes researches on the PAS user of XX telecom corporation .After analyzing XX telecom corporation customer models and current existing data and the operation requirements, the author take the natural attributes of customers, the expansion of attributes, consumption attributes as the customer segmentation data. Dealing with and organizing these data based on data warehouse technology ,the author carry through the analysis and data mining work with SAS ,Analysis Service and the traditional statistical analysis method ,then carry out the segmentation of these users by taking clustering algorithms, decision tree algorithms and related statistical analysis method ,finally gained a segmentation result of PAS users ,also interpret the result particular.This article addresses the whole procedure of customer segmentation ,and accomplish it by using the corresponding algorithms and tools .It has been proved that the technology procedure of this article is feasible ,the results of this article present certain reasonable and practical value for business analysts to develop marketing activities with certain reference value.更多还原