Using dynamic clustering method at marketing segmentation-in Telecom industry

• Main Authors: Shu-Jiun Liao, 廖淑君
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/02715963059144496460

碩士 === 國立中央大學 === 工業管理研究所 === 91 === Since 1997, the mobile telecom industry in Taiwan has expanded rapidly to a liberalized environment; the mobile telecom market has drastic competition. Nowadays as the mobile telecom market is being saturated, those carrier companies are confronted with high customer churn rate.　 For reducing the customer churn rate, every telecom company try to provide many promotional plans. But it is difficult to choose suitable plan for customers who change their purchasing behavior quickly. Sometimes, only few customers changed, but we have to re-cluster the whole customer data. It is costly and inefficient. In this paper, we introduce a new cluster algorithm, called single-link incremental algorithm. It only to adjust data objects for real change situation in intra-cluster which not to re-cluster again for all data objects. Using this new method, single-link incremental algorithm, not only can reduce cost, but also gain the right market segmentation information immediately.