基于半监督AP算法的电信客户细分研究-通信与信息系统专业论文.docxVIP

摘 要 摘 要 近年来，随着电信市场的飞速发展，电信客户逐渐呈现出细分化、多元化的特征， 而客户是企业赖以生存的根本和发展的关键。面对海量的客户数据与信息，运营商如何 从中获取有用的信息，为企业的发展提供良好的决策支持，已成为许多领域尤其是通信 行业关心的首要问题。只有运用有效的方法和工具对海量的客户数据进行深入的分析， 才能制定出精准的营销方案，并获得更高的投资回报。 客户细分是客户关系管理系统的核心功能之一，可对客户的获取与保持以及客户增 值等提供全面支持。本文针对目前客户细分结果过于笼统、细分变量与描述变量不合理 等问题进行了深入研究。主要研究内容如下： （1）基于移动通信行业海量的客户数据资源，确定了客户的细分变量及其描述变 量，使细分结果具有更好的可分性，解决了细分结果过于笼统的问题。 （2）将半监督成对约束与密度敏感距离引入到 AP 算法中，提出了一种密度敏感的 半监督 AP 聚类算法。与传统 AP 算法相比，提出的算法具有更好的聚类性能，尤其对 非凸数据集的聚类效果有了明显提高。 （3）基于本文所提出的客户细分变量及描述方法，采用上述密度敏感半监督 AP 聚类算法，构建了一个电信客户细分系统模型。 实验结果表明，本文提出的算法在聚类性能上有显著提高。在实际应用中，能对电 信客户进行较为清晰的细分，从而为运营商提供更科学的决策指导。 关键词：客户细分，聚类分析，半监督，AP 算法，密度敏感，精准营销 Abstract Abstract In recent years, with rapid development of the telecommunications market, the customers of telecommunications show characteristics of segmentation and diversity, and the customer is the key to the development of fundamental and corporate survival. Face to the vast amounts of customer data and information, how to derive useful information for operators to maintain the companies and develop customer decision-making support, has become the primary issue of the mobile communication operators. Only by using the effective methods and tools to depth analysis of vast amounts of customer data, can develop a precise marketing plan, and get a higher return on investment. Customer segmentation is one of the core functions of customer relationship management system, available to customers, and provides comprehensive customer support and maintain the value-added. In this paper, we analyze and discusse the customer segmentation results too general, segmentation variables and descriptive variables irrational and other related issues in depth. The research work is concentrated by the following aspects: To determine the customer segmentation variables and their description based on the mobile industry massive customer data resources, so that better results can be divided into segments of solving the problem of too general breakdown of the results. To propo