聚类算法在电信行业交叉销售中的应用研究

Application of Clustering Algorithm in Cross Selling of Telecommunication

随着电信行业自由化和私有化进程的加快,电信业正逐步从行业垄断转变为行业竞争,面对电信市场的日趋饱和,如何提高企业自身的竞争力,挽留住现有客户、并最大化行业价值成为电信企业急待解决的问题。采用聚类分析算法中的K-means划分方法对现有客户细分分群,结合CRM中的交叉销售营销策略建立了交叉销售模型。模型的建立为电信行业交叉销售的实施提供具有可行性的技术支持,在理论研究和工程实践都具有着重要的意义。

With the liberalization and rapid privatize process of the telecommunication industry, Chinas telecom- munication industry is changing from monopoly industry to competition industry gradually, faced with the growing telecommunication market saturation. How to improve the competitiveness of enterprise, retain the existing customers and maximize their value as telecommunication enterprise become the urgent problems. This paper uses k - means of cluster analysis algorithm to segment the existing customers, and adopts cross - sell market strategy in CRM to establish a cross - selling model. This model provides tech support for the cross - selling of telecommunication, and is of important significance to the theoretical research and engineering practice.