电信科学 ›› 2010, Vol. 26 ›› Issue (12): 128-131.doi: 10.3969/j.issn.1000-0801.2010.12.035

• 运营支撑技术创新论坛 • 上一篇    下一篇

基于电信企业客户行为的固网存量保有策略研究

邹华,贺仁龙,叶宇航   

  1. 中国电信股份有限公司上海研究院 上海200122
  • 出版日期:2010-12-15 发布日期:2010-12-15

Research on Strategies for Retaining Existing Fixed-Line Service Based on Behavior of Telecom’s VIP Customer

Hua Zou,Renlong He,Yuhang Ye   

  1. Shanghai Research Institute of China Telecom Co.，Ltd.，Shanghai 200122，China
  • Online:2010-12-15 Published:2010-12-15

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4

摘要：

本文基于电信客户消费行为的数据挖掘，探讨了客户细分模型在存量用户保有营销活动中的应用，总结了政企客户固网月租风险释放存量保有策略，并通过一个实际案例阐述了从客户理解到营销策划，再到执行和评估的整个营销活动流程。

关键词: 电信客户, 消费行为, 存量保有

Abstract:

This paper analyzes the behavior of telecom’s VIP customer with data mining，discusses the application of customer segmentation model on telecom marketing activities，summarizes the strategies for retaining stock fixed-line customers.Finally， this paper expounds the total marketing process with a practical example which includes client understanding，marketing planning，marketing executive and evaluation，etc.

Key words: telecom customers, consumer behavior, retain existing

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