基于客户消费行为的4G资费套餐推荐建模研究  

Investigation on 4G Tariff Plan Recommendation Model Based on Customer Consumption Behaviors

作　　者：彭滢 吴子君 PENG Ying WU Zijun(China Mobile Group Guangdong Co., Ltd., Southern Base, Guangzhou 510640, China)

机构地区：[1]中移在线有限公司广东分公司南基中心,广东广州510640

出　　处：《移动通信》2017年第8期85-90,共6页Mobile Communications

摘　　要：为了应对提速降费的市场竞争压力,提升存量2G/3G客户迁转4G资费套餐营销效率和效果,针对目前采用单一模型进行静态测算的现状,提出了一种基于客户消费行为的4G资费套餐推荐建模方法,该方法考虑产品生命周期,采用最短距离法和最低消费法独立建模、交叉选择,并选取中国移动某省份存量待迁转客户群体进行研究。通过抽样验证,结果表明该模型能在短时间内提升电子渠道人工客服迁转成效,同时兼顾收入稳定和客户满意度。In order to deal with the market competition pressure to facilitating taster and more affordable Intcrnet connections, as well as enhance the marketing efficiency and effect of existing 2G/3G customers transferring to 4G tariff plan, a 4G tariff plan recommendation modeling method based on customer consumption behaviors was proposed in view of the single model. In the proposed method, the product life cycle was considered, the minimum distance method and the minimum consumption method were adopted to independently build and select model. Existing customers in a provincial branch of China Mobile were selected to be investigated. Results show that the model can enhance the transferring efficiency of the electronic channel＇s customer service in a short time and maintain stable income and customer satisfaction.

关 键 词：客户消费行为 资费套餐 产品生命周期 最短距离法 最低消费法 

分 类 号：F626.12[经济管理—产业经济]