基于顾客价值的移动运营商客户实证研究

发布时间：2018-05-06 13:16

本文选题：顾客价值评价 + 顾客细分　；参考：《北京邮电大学》2017年硕士论文

【摘要】：随着市场竞争的加剧,人口红利的消失以及客户需求的转变,移动运营商面临巨大的压力与挑战。在这样的环境下,只有通过系统的客户分析实现顾客价值与企业效益的最大化才能帮助运营商实现长远的可持续的发展。对此,本文进行了系统的顾客价值评价与顾客细分分析,以期为合理的衡量和提升顾客价值提供分析思路与理论依据。本文首先基于顾客价值建立了价值评价模型,对客户指标体系进行了详细的研究,通过层次分析法与熵权法确立了指标权重,并应用灰色关联分析法对实证用户进行了综合评价,同时依据分析结果建立了基于神经网络的评价模型。其次,根据评价结果将客户划分为高价值客户,一般价值客户及低价值客户三类,并通过K-means聚类算法对目标客户进行了细分,对客户的通信行为进行了具体分析。最后,根据顾客价值分析提出了顾客价值维系与提升策略建议。本文通过数据研究与案例梳理充分分析了运营商的发展现状与发展趋势,将理论研究与实证分析相结合,并将数据挖掘技术应用于电信行业顾客价值分析,提出了以流量经营为驱动力的顾客价值提升方案,能够为电信行业客户研究提供分析思路,为其市场策略提供决策依据,在理论研究和实践应用中具有重要意义。
[Abstract]:With the intensification of market competition, the disappearance of demographic dividend and the change of customer demand, mobile operators are facing enormous pressure and challenge. In such an environment, only through systematic customer analysis to maximize customer value and enterprise benefits can operators achieve long-term sustainable development. In this paper, a systematic analysis of customer value evaluation and customer segmentation is carried out in order to provide a theoretical basis for the reasonable measurement and promotion of customer value. In this paper, a value evaluation model based on customer value is established, and the customer index system is studied in detail, and the index weight is established by AHP and entropy weight method. The grey relational analysis method is used to evaluate the positive users, and the evaluation model based on neural network is established based on the analysis results. Secondly, according to the evaluation results, the customer is divided into three categories: high value customer, general value customer and low value customer. The target customer is subdivided by K-means clustering algorithm, and the communication behavior of customer is analyzed concretely. Finally, according to the customer value analysis, the paper puts forward some suggestions for customer value maintenance and promotion. Through data research and case study, this paper fully analyzes the current situation and development trend of operators, combines theoretical research with empirical analysis, and applies data mining technology to customer value analysis of telecom industry. This paper puts forward a scheme of promoting customer value driven by flow management, which can provide analysis idea for customer research in telecommunication industry, and provide decision basis for its market strategy, which is of great significance in theoretical research and practical application.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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