Customer Segmentation and Database Marketing Using Data Mining Technology In the Mobile Marketing Strategy

摘要

Mobile market is in a highly expanding situation now? The price war becomes more and more severe between domestic mobile operators? In order to make the best profit in the mobile market, marketing strategy differentiation is a good way to be implemented? Based on the assumption of similar customer characteristics in one operator, Data Mining Technology can help discover some typical attributes for the specific consumer groups? Making the data out of the Data Warehouse to be analytical and following the CRISP-DM process to be standardized will promote the efficiency of data mining procedure? Distinct and well defined segmentations help marketing specialist decide the strong and powerful marketing strategies? Exact marketing strategies and services give the right advertisement information to the right customers. After segmenting, it proposes an integrated marketing method incorporated prediction model of data mining with direct and database marketing analysis. Utilizing the Data Mining analysis model and analyzing the factors of purchasing the CHT 9000 customerized cellphone, a set of potential customers with high purchase probability could be discovered. Through the evaluation of Logistic' s prediction model, a list of potential purchasing customers will be used to market for selling CHT 9000. The purposes of decreasing the cost and increasing the profit will be achieved.