基于客户市场细分的电信服务产品设计及优惠规则研究
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摘要
在竞争的环境下产品是企业的生产力和核心竞争力。电信资费和销售对象是电信服务产品的核心。电信资费是由优惠规则所产生。目前电信运营商都采用自然语言来描述优惠规则。自然语言描述优惠规则易产生歧义和不可能使用计算机实现优惠规则之间的自动化冲突检测。销售对象也称产品的目标客户群。但是,现在也没有一套比较有效的产品目标客户群划分的方法。如何来实现优惠规则的自动化的冲突检测和找出电信服务产品目标客户群方法就成为当前电信服务产品开发和推向市场的关键问题。
     1、本文分析了数千种资费规则后应用Lagrange插值法首次得到了结构化的、统一的和简单清晰的优惠规则数学模型表达式,并将优惠规则分解为优惠对象、优惠对象生效域、优惠参考对象、优惠参考对象生效域、优惠方式、生效时间和失效时间等,为优惠规则的冲突检测奠定了基础。
     2、本文运用专家系统知识表示将每条优惠规则表示为条件部分和结论部分,采用当前有代表性的冲突检测算法Rete算法和Rete改进算法,首次实现了优惠规则的自动化冲突检测。
     3、本文提出了以《因子+运算符+阀值》客户分级规则的灵活定制模型,与聚类算法如K-Means算法、自组织映射神经网络(SOM)算法和平衡递归递减聚类层次算法(BIRCH)的结合,首次提出电信服务产品的客户细分方法,为找出电信服务产品的目标客户群创造了条件。
     4、本文在电信服务产品设计中详细描述了可扩展的体系结构、专家分析系统和工作流。专家分析系统实现了优惠规则的冲突检测,工作流实现了产品生命周期的流程化和自动化管理,大大地提高了产品生命周期管理的前瞻性。灵活性和稳定性。
     5、本文首次将距离相似度计算运用于电信服务产品用户数和市场指标的计算,为产品推向市场的科学决策提供重要依据。
     6、本文完成了电信服务产品的理论分析、算法定制、产品设计与开发以及使用的全过程。使用的电信运营商在产品的科学设置、减少客户投诉、压缩产品数量、提高系统效率和增加经济效益与社会效益等方面都比较满意。
Under the competitive environment, products turn into the productive and competitive power for enterprises. Telecom tariff and sales targets are the kernel of telecom service products. Telecom tariff is generated by discount policies. Presently, telecom operators apply the nature language to explain the policies. It is easy to give different understanding for different people. Moreover it is impossible to use computers to implement automatic conflict detection among them. There is no an effective segmentation method to find customer target group for these products, neither. At present, there are two key problems how to implement automatic conflict detection of the policies and how to find an effective segmentation method of customer marketing for the telecom service products.
     1.This dissertation presents a structured, unified, simple and clear mathematical model of the discount policies after analyzing more than thousands of tariff policies by applying the Lagrange interpolation, and also decomposes discount policies into discount objects, operating fields of the objects, discount reference objects, operating fields of the reference objects, discount methods, operating time and invalided time of the policies and so on, which is base of conflict detection of the policies.
     2. Each discount policy is expressed by the conditional part and conclusive part with traditional knowledge expression method. By applying the representative algorithms of conflict detections such as Rete and improved Rete algorithms, automatic conflict detections of the policies are implemented in this dissertation.
     3. This dissertation presents the agile, conditional customized model, which is consist of basic factors and operators and threshold , and the clustering algorithms, such as K-Means、SOM(Self-Organizing Maps) and BIRCH(Balanced Iterative Reduced Clustering Hierarchy), providing segmenting methods of customer marketing and creating the condition of the finding of target customer base.
     4. This dissertation describes expansible hierarchy of the product, expert system and work flow. Expert system has implemented mathematical model of discount policies and conflict detections of tariff policies. Work flow has implemented flowed and automatic management of the whole process. They have enhanced the expansibility, agility and stability in the product cycle life management.
     5. This dissertation applies the Distance Measurement into the calculating of telecom service products users and the marketing index, which provides an important evidence for scientific decision-making of products to the market.
     6. This dissertation has completed the integrity process of the theory analysis, algorithms customization, product design and development as well as the use of the telecom service products. The operators of using the product that we developed have been satisfied with scientific and rational set up of products, a decrease in customer complaints, compression of the number of products, improved system efficiency and increasing economic and social benefits.
引文
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