基于客户生命周期的电信企业客户流失分析与防范对策研究

发布时间：2018-04-18 08:19

本文选题：电信企业 + 客户流失　；参考：《南京邮电大学》2012年硕士论文

【摘要】：随着2008年我国电信行业的进一步改革重组,中国移动、中国联通和中国电信三家电信企业的竞争日趋白热化,对客户资源的争夺也愈加激烈。但是残酷的竞争并没有为电信企业带来稳定的客户群体和高额的收益回报,相反,我国电信企业的客户流失现象已经越来越严重。众所周知,客户是现代企业利润的主要来源,居高不下的客户流失率将会给企业造成巨大的经济利益损失。因此,如何完善客户关系管理工作,如何进行客户的维系及保有,已成为企业实现利润最大化的关键。这就需要电信企业及早辨识出有流失倾向的客户,根据客户关系发展所处的阶段采取相应的营销措施,尽力避免客户关系出现退化现象,通过延长这一关系的生命周期来获得客户所能为企业带来的更大的价值。由于客户生命周期阶段的划分及客户是否具有流失倾向是较难度量的,因此本文在充分借鉴前人研究成果的基础上,采取规范分析与实证研究相结合的方法,结合数据挖掘的相关技术,进行了以下几方面的工作:1、通过对国内外相关领域理论文献的梳理,了解关于客户流失管理理论的有关概念以及电信企业客户流失的定义、原因等基本内容,并且选择CC联通公司2G客户的历史消费行为数据作为研究对象,通过深入了解通信行业背景和相关理论,构建客户流失预警模型。2、提出如何通过客户行为及其消费情况两方面来判定某一位客户正处于其生命周期的哪一阶段。3、针对客户流失预警模型提供的预流失客户名单,结合这部分客户所处生命周期的具体阶段,提出相应合理的客户流失应对策略。论文最后对文章的不足和进一步研究方向做了说明和解释。
[Abstract]:With the further reform and reorganization of China's telecom industry in 2008, the competition among China Mobile, China Unicom and China Telecom has become increasingly fierce, and the competition for customer resources has become increasingly fierce.But the cruel competition has not brought the stable customer group and the high profit return for the telecommunication enterprise, on the contrary, the phenomenon of customer churn of the telecommunication enterprise of our country has become more and more serious.As we all know, customers are the main source of profits in modern enterprises, and the high rate of customer turnover will cause huge economic losses to enterprises.Therefore, how to improve customer relationship management, how to maintain and maintain customers, has become the key to maximize profits.This requires telecom enterprises to identify customers with a tendency to lose as early as possible, take appropriate marketing measures according to the stage of customer relationship development, and try their best to avoid the degradation of customer relations.By prolonging the life cycle of this relationship, we can achieve the greater value that the customer can bring to the enterprise.Because it is difficult to measure the division of customer life cycle stage and whether the customer has the tendency to lose, this paper adopts the method of combining normative analysis with empirical research on the basis of drawing full reference from the previous research results.Combined with the related technology of data mining, this paper has carried out the following work: 1, through combing the relevant theoretical literature of domestic and foreign related fields, to understand the related concepts of customer churn management theory and the definition of customer churn in telecom enterprises.Reasons and other basic contents, and choose the historical consumer behavior data of 2G customers of CC Unicom as the research object, through in-depth understanding of the communication industry background and related theory,Build customer churn warning model. 2, propose how to determine which stage of a customer is in its life cycle by customer behavior and consumption, and propose a list of pre-lost customers provided by customer churn early warning model.Combined with the specific stages of the life cycle of this part of customers, the corresponding reasonable strategies of customer churn response are put forward.At the end of the paper, the deficiency of the article and the direction of further research are explained and explained.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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