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

【摘要】：隨著2008年我國(guó)電信行業(yè)的進(jìn)一步改革重組,中國(guó)移動(dòng)、中國(guó)聯(lián)通和中國(guó)電信三家電信企業(yè)的競(jìng)爭(zhēng)日趨白熱化,對(duì)客戶資源的爭(zhēng)奪也愈加激烈。但是殘酷的競(jìng)爭(zhēng)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(bào),相反,我國(guó)電信企業(yè)的客戶流失現(xiàn)象已經(jīng)越來越嚴(yán)重。眾所周知,客戶是現(xiàn)代企業(yè)利潤(rùn)的主要來源,居高不下的客戶流失率將會(huì)給企業(yè)造成巨大的經(jīng)濟(jì)利益損失。因此,如何完善客戶關(guān)系管理工作,如何進(jìn)行客戶的維系及保有,已成為企業(yè)實(shí)現(xiàn)利潤(rùn)最大化的關(guān)鍵。這就需要電信企業(yè)及早辨識(shí)出有流失傾向的客戶,根據(jù)客戶關(guān)系發(fā)展所處的階段采取相應(yīng)的營(yíng)銷措施,盡力避免客戶關(guān)系出現(xiàn)退化現(xiàn)象,通過延長(zhǎng)這一關(guān)系的生命周期來獲得客戶所能為企業(yè)帶來的更大的價(jià)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(chǔ)上,采取規(guī)范分析與實(shí)證研究相結(jié)合的方法,結(jié)合數(shù)據(jù)挖掘的相關(guān)技術(shù),進(jìn)行了以下幾方面的工作:1、通過對(duì)國(guó)內(nèi)外相關(guān)領(lǐng)域理論文獻(xiàn)的梳理,了解關(guān)于客戶流失管理理論的有關(guān)概念以及電信企業(yè)客戶流失的定義、原因等基本內(nèi)容,并且選擇CC聯(lián)通公司2G客戶的歷史消費(fèi)行為數(shù)據(jù)作為研究對(duì)象,通過深入了解通信行業(yè)背景和相關(guān)理論,構(gòu)建客戶流失預(yù)警模型。2、提出如何通過客戶行為及其消費(fèi)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(duì)客戶流失預(yù)警模型提供的預(yù)流失客戶名單,結(jié)合這部分客戶所處生命周期的具體階段,提出相應(yīng)合理的客戶流失應(yīng)對(duì)策略。論文最后對(duì)文章的不足和進(jìn)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(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

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