本文選題：電信企業(yè) + 客戶流失��； 參考：《南京郵電大學》2012年碩士論文

【摘要】：隨著2008年我國電信行業(yè)的進一步改革重組,中國移動、中國聯(lián)通和中國電信三家電信企業(yè)的競爭日趨白熱化,對客戶資源的爭奪也愈加激烈。但是殘酷的競爭并沒有為電信企業(yè)帶來穩(wěn)定的客戶群體和高額的收益回報,相反,我國電信企業(yè)的客戶流失現象已經越來越嚴重。眾所周知,客戶是現代企業(yè)利潤的主要來源,居高不下的客戶流失率將會給企業(yè)造成巨大的經濟利益損失。因此,如何完善客戶關系管理工作,如何進行客戶的維系及保有,已成為企業(yè)實現利潤最大化的關鍵。這就需要電信企業(yè)及早辨識出有流失傾向的客戶,根據客戶關系發(fā)展所處的階段采取相應的營銷措施,盡力避免客戶關系出現退化現象,通過延長這一關系的生命周期來獲得客戶所能為企業(yè)帶來的更大的價值。 由于客戶生命周期階段的劃分及客戶是否具有流失傾向是較難度量的,因此本文在充分借鑒前人研究成果的基礎上,采取規(guī)范分析與實證研究相結合的方法,結合數據挖掘的相關技術,進行了以下幾方面的工作:1、通過對國內外相關領域理論文獻的梳理,了解關于客戶流失管理理論的有關概念以及電信企業(yè)客戶流失的定義、原因等基本內容,并且選擇CC聯(lián)通公司2G客戶的歷史消費行為數據作為研究對象,通過深入了解通信行業(yè)背景和相關理論,構建客戶流失預警模型。2、提出如何通過客戶行為及其消費情況兩方面來判定某一位客戶正處于其生命周期的哪一階段。3、針對客戶流失預警模型提供的預流失客戶名單,結合這部分客戶所處生命周期的具體階段,提出相應合理的客戶流失應對策略。論文最后對文章的不足和進一步研究方向做了說明和解釋。
[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.
【學位授予單位】：南京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626

【參考文獻】

相關期刊論文 前10條

1 李礴;左偉;林衛(wèi)國;;Sql Server數據庫數據恢復的幾種實用方法[J];中國傳媒大學學報(自然科學版);2006年01期

2 許愷;;基于數據挖掘技術的電信客戶流失預測[J];電腦知識與技術;2009年13期

3 唐小飛;;認知忠誠和情感忠誠的消費者行為研究[J];中國工業(yè)經濟;2008年03期

4 黃友蘭;何艷群;;基于客戶生命周期的電信企業(yè)CRM營銷策略研究[J];改革與戰(zhàn)略;2009年12期

5 陳明亮;客戶忠誠與客戶關系生命周期[J];管理工程學報;2003年02期

6 韓婷婷;淺談客戶關系管理及其機遇[J];管理世界;2001年04期

7 陳明亮;生命周期不同階段客戶重復購買意向決定因素的實證研究[J];管理世界;2002年11期

8 周麗媛;劉營;;數據挖掘決策樹分類算法在移動通信業(yè)的應用[J];經營管理者;2011年20期

9 陳亞樹;;從客戶關系生命周期角度分析數據挖掘在CRM中的應用[J];黑龍江科技信息;2010年07期

10 盛昭瀚,柳炳祥;客戶流失危機分析的決策樹方法[J];管理科學學報;2005年02期

相關會議論文 前1條

1 李紅霞;;電信客戶流失與客戶保持分析[A];中國企業(yè)運籌學[C];2009年

相關重要報紙文章 前1條

1 曹亞東 磨莉萍;[N];人民郵電;2003年

相關碩士學位論文 前1條

1 王道嚴;3G時代的中國移動客戶流失管理分析與研究[D];北京郵電大學;2008年

，

本文編號：1767546