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1、AbstractWiththerapiddevelopmentofmobileInternet,mobiledataservicesbecomethebusinessentityoftelecomoperatorsinsteadofvoiceservices.UnderthetrendthatInternetcompaniescontinuetopenetratethemobilecommunicationsbusiness,telecomoperatorshavegraduallybeen―piped‖.Therefore,howtobre
2、akthesiege,improvethequalityofproductsandmakecustomers‘experiencebetter,inordertomeetthediversitiesofcustomerneeds,attractnewcustomersandretainoldonesaswell,isthecurrentfocusofthreetelecomoperatorsinMianlandChina.Bigdataisdevelopingfasttoday;howtoanalyzingusers‘databydatami
3、ningtoidentifycustomerconsumptionhabitsandcontrolcustomerconsumptionbehavior,andre-designpersonalizedanddiversifiedservices,arethekeytasksforoperatorstoformcorecompetitiveforces.Inthisthesis,wefirstlyanalysethemarketenvironment,thedevelopmentstatus,andtheefficiencyofcurrent
4、customersegmentationmethodthroughreadingalargenumberofliterature.SecondlyusingtheSPSSStatistictodothecorrelationandcollinearanalysis,weobtained15variables,andthenputtheminSPSSModeler.Inthispaper,KohonenclusteranalysiswasusedtooptimizeK-meansclusteranalysis,insomeextent,toim
5、provethereliabilityandaccuracyoftheresults.BasedonthebasicconceptofAnsoffMatrix,webuildthesegmentationmodeloftelecomcustomers,andthencomparedthetestsetandvalidationsettotesttheresults,andthenputforwardprecisionmarketingstrategiesandsuggestionsforexistingproductdevelopment.T
6、hispapertriestocombinecustomersegmentationwithprecisionmarketingstrategytomaximizeoperators‘returnsultimately,whichhascertainsignificancebothintheoreticalresearchandpracticalapplication.Keywords:BigData,CustomerSegmentationModel,PrecisionMarketing,CustomerBehavior,ClusterAn
7、alysisII万方数据目录第一章绪论...................................................................................................................................................11.1研究背景....................................................................................................
8、..........................................................11.2研究方法................
