本文選題：顧客價值評價 + 顧客細分　； 參考：《北京郵電大學(xué)》2017年碩士論文

【摘要】：隨著市場競爭的加劇,人口紅利的消失以及客戶需求的轉(zhuǎn)變,移動運營商面臨巨大的壓力與挑戰(zhàn)。在這樣的環(huán)境下,只有通過系統(tǒng)的客戶分析實現(xiàn)顧客價值與企業(yè)效益的最大化才能幫助運營商實現(xiàn)長遠的可持續(xù)的發(fā)展。對此,本文進行了系統(tǒng)的顧客價值評價與顧客細分分析,以期為合理的衡量和提升顧客價值提供分析思路與理論依據(jù)。本文首先基于顧客價值建立了價值評價模型,對客戶指標(biāo)體系進行了詳細的研究,通過層次分析法與熵權(quán)法確立了指標(biāo)權(quán)重,并應(yīng)用灰色關(guān)聯(lián)分析法對實證用戶進行了綜合評價,同時依據(jù)分析結(jié)果建立了基于神經(jīng)網(wǎng)絡(luò)的評價模型。其次,根據(jù)評價結(jié)果將客戶劃分為高價值客戶,一般價值客戶及低價值客戶三類,并通過K-means聚類算法對目標(biāo)客戶進行了細分,對客戶的通信行為進行了具體分析。最后,根據(jù)顧客價值分析提出了顧客價值維系與提升策略建議。本文通過數(shù)據(jù)研究與案例梳理充分分析了運營商的發(fā)展現(xiàn)狀與發(fā)展趨勢,將理論研究與實證分析相結(jié)合,并將數(shù)據(jù)挖掘技術(shù)應(yīng)用于電信行業(yè)顧客價值分析,提出了以流量經(jīng)營為驅(qū)動力的顧客價值提升方案,能夠為電信行業(yè)客戶研究提供分析思路,為其市場策略提供決策依據(jù),在理論研究和實踐應(yīng)用中具有重要意義。
[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.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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