基于改进RFM模型的聚类算法在农村用户4G消费行为中研究与应用

发布时间：2018-05-19 16:40

本文选题：客户消费行为 + RFM模型　；参考：《南京邮电大学》2017年硕士论文

【摘要】：4G(第四代通信技术)通信时代,三家电信运营商(移动、电信、联通)的竞争日益激烈,南通如皋地区的城区通信市场已逐步趋于饱和,县城区域4G用户已达到高水位,已很难有更大的突破,而17个农村乡镇是一个函待开发的蓝海,4G普及率低、客户多,具有巨大的新增客户挖掘空间。如何有效的开展4G营销,实现保存量促新增,扩大如皋的移动市场份额,是如皋移动公司急需解决的问题。而要提升移动市场份额,如皋移动应加大农村市场的拓展力度,通过强有力的营销手段提升市场占有率,扩大规模效应,从而抢占这一潜在市场!RFM模型是衡量客户能否给企业带来创收的重要工具,R表示最近一次购买行为,F表示购买频次,M则表示购买金额,但是该模型不太适用于电信行业(因为用户几乎时时刻刻在消费,消费频次也高)。本文针对RFM模型在电信行业应用中的不足之处,研究了通信用户的消费行为,提出了基于改进RFM模型的ATM移动通信客户消费行为模型(A表示用户的个人属性,例如性别、网龄、是否家庭成员等,T表示用户的终端属性,如机龄、终端价格等,M表示用户的消费属性,如月消费金额、流量使用数等)。通过实际应用,证明了ATM模型是对通信企业客户进行数据分析的有效方法。本文的研究成果可作为辅助如皋移动提升农村移动用户4G覆盖率的科学依据。
[Abstract]:In the era of 4G (fourth generation communication technology) communication, the competition among the three telecom operators (mobile, telecom, and Unicom) is becoming increasingly fierce. The communication market in the urban area of Rugao area of Nantong has gradually become saturated, and 4G users in the county area have reached a high water level. It is difficult to make a bigger breakthrough, and 17 rural villages and towns are a letter to be developed in the blue sea 4G penetration rate is low, the number of customers, with a huge new customers mining space. How to effectively carry out 4G marketing, save quantity to promote the increase, expand Rugao mobile market share, is Rugao mobile company urgently need to solve the problem. In order to increase mobile market share, Rugao Mobile should expand the rural market, increase its market share through powerful marketing means, and expand its scale effect. Thus, the RFM model is an important tool to measure whether customers can bring income to the enterprise. The most recent purchase behavior is indicated by the purchase frequency. M means the purchase amount. But this model is not very suitable for the telecom industry (because users spend almost all the time, consumption frequency is also high. Aiming at the deficiency of RFM model in telecommunication industry, this paper studies the consumer behavior of communication users, and puts forward the ATM mobile communication customer consumption behavior model based on improved RFM model, which represents the personal attributes of users, such as gender, network age, etc. Whether or not family members indicate the terminal attributes of the user, such as machine age, terminal price and so on, means the consumption attribute of the user, such as the monthly consumption amount, the amount of traffic usage and so on. Through practical application, it is proved that ATM model is an effective method for data analysis of communication enterprise customers. The research results of this paper can be used as a scientific basis to assist Rugao mobile to promote 4G coverage of rural mobile users.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.13;TN929.5

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