Study on Knowledge Acquisition of the Telecom Customers´ Consuming Behaviour Based on Data Mining

As the reform development of telecom industry and the entrance of WTO, the competition among the telecom enterprises is becoming tougher. Nowadays, "customer-oriented" is the new principle of telecom market competition. As the enterprises in telecom industry have much more customers and customer data than those in other industries, the application of customer relationship management (CRM) in telecom industry becomes one of the hottest topics on enterprise informationlization. The thesis discusses the discovery of telecom customer knowledge based on data-mining. In this paper, a customer analysis model is founded by the method of data mining, including customer segmentation analysis, customer churn analysis, customer owing and fraud analysis. In the end, the thesis introduces a real case of a customer segmentation project in a mobile communication company and illustrates the application detail of customer intelligence in this company. In this case, the author uses SPSS Clementine to conduct data-mining. Meanwhile, diverse marketing strategy is also proposed based on the customer segmentation knowledge.