基于价值评价的移动通信个人用户细分策略研究

To Study on Customers Segmenting Strategy of Personal Mobile Communication Based on Customer Value Evaluation

基于用户价值理论,从企业的角度讨论移动通信个人用户价值,将用户价值分为当前价值和潜在价值两个方面。在设计移动通信个人用户价值评价指标框架时,重点考虑了用户使用移动新业务的价值指标,以用户价值评价值为基础,建议采用基于聚类技术的细分和基于80/20法则的细分两种典型的用户细分策略。

Based on the theories of customer value, the author discusses the personal mobile communication customer value from the perspective of enterprise and classifies the customer value into present value and potential value. The value of new mobile services is taken into account in the process of designing the evaluation index system to assess personal mobile customer value. With the results of customer value evaluation, the author suggests two representative customer segmentation strategies： one is based on clustering technique; the other is based on the 80/20 rule.