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终端合约计划是运营商保有用户、提升用户价值的重要手段,然而目前到期后的用户去合约化趋势明显。这些用户消耗了运营商的营销资源,为未来企业的现金流带来了不确定性。如何加强合约期内用户质量监控,有效洞察用户续约意愿,加强对合约到期用户的保有,是运营商面临的问题。笔者通过对某省级运营企业3G手机合约用户在到期月前后的消费行为进行建模分析,试图找到合约到期用户去向的识别特征,进而对合约到期用户进行针对性的维系。
Terminal contract plan is an important means for operators to retain users and enhance user value. However, the contractualization trend of users after expiration is obvious at present. These users consume the marketing resources of the operator, bringing uncertainty to the future cash flow of the enterprise. How to enhance the user quality control during the contract period, effectively understand the user renewal will, and strengthen the retention of contract expired users, operators are facing problems. By analyzing the consumer behavior of 3G mobile contract users in some provincial level enterprises before and after expiration, the author attempts to find out the identification features of the expired users, and then to maintain the targeted expiration of the contract expired users.