摘要
“十三五”是我国全面深化改革的关键时期,面对改革新形式，电网企业应打破固有
的垄断思维、着眼于未来，更加注重发展客户服务质量和效益、更加注重量化管理与精
益管理、更加注重以市场为导向、以客户为中心，工作开展要始于客户需求、终于客户
满意，变被动服务为主动服务、变粗放服务为精准服务，围绕客户的特质和要求，推行
价值营销，更好地为客户创造价值、让渡价值。

本文首先对目前国内电力行业在客户行为方面的数据挖掘和营销策略制定现状进行
了研究，对传统营销策略的不足进行了分析，提出数据挖掘对于新形势下开展较为精准
的营销策略制定的优势。然后对客户行为的基本概念、全寿命周期的客户行为理论，以
及影响客户行为的主要因素和客户决策的过程进行了研究。

本文确定了客户行为分析的五个方面。从客户行为的五个方面选取了主要的、典型
的行为作为分析对象。第一方面为客户正常用电的行为，选取了增量用电和缩量用电两
个方向，进行相应的关联分析；第二个方面为客户非正常用电行为，主要为违约用电和
窃电两种类型，通过聚类寻找不同客户间的行为共通点和差异点；第三个方面为客户缴
费行为的数据挖掘，对客户缴费方式上的选择和缴费时间上的规律进行挖掘和聚类；第
四个方面为客户欠费行为的研究，针对欠费客户的欠费趋势、行业分布和缴费方式进行
数据挖掘；第五方面，研究的是为客户诉求中重要的诉求——投诉，对客户投诉的类型
构成、地区分布和投诉时间规律进行挖掘，并对投诉进行聚类分析和预测。在对五个部
分的客户行为的开展数据挖掘的基础上，针对各部分客户行为所反映的现象，提出了相
应的营销策略。以数据挖掘的为基础的客户行为分析更加量化、客观、真实，以数据说
话，让电网企业制定营销策略更加科学、有效，同样对于其他行业也有较为积极的借鉴
意义。

关键词：客户行为；全寿命周期；数据挖掘；营销策略华北电力大学硕士学位论文
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Abstract
The13th Five-Year Planning is a critical period of roundly deepening reform.Facing
the new situation of reform，electric power enterprises should break the inherent monopoly
thinking, focus on the future, and pay more attention to the quality of customer service and
efficiency of development. They should pay more attention to the quantitative management
and lean management. And they should pay more attention to the market as the guidance and
the customer as the center. They should start with the need of the customer and end up with
the satisfaction of the customer. They should transform passive service into active service.
They should transform extensive service into precision service. Around the customer&39;s
characteristics and requirements, implement the value marketing, to better create value and
delivered value for customers.
This paper first studied the current domestic electric power industry on customer
behavior data mining and marketing strategy present situation, deficiencies of traditional
marketing strategy are analyzed, puts forward the data mining for the new situation to carry
out a more precise marketing strategy advantage.Secondly, the basic concept of customer
behavior, the Customer Behavior Theory of the Whole Life Cycle as well as factors
influencing the behavior and the process of influencing decision-making of customers were
studied in this paper. At the same time, we also study the theory of data mining and the data
mining tools.
In this paper from the five aspects of customer behaviors, the main and typical behaviors
were selected as the analysis object. The first aspect is the behavior of the normal using
electricity of customers, the increment of electricity and shrinking electricity were selected for
corresponding interrelated analysis. The second aspect was the behavior of non-normal using
electricity of customers, including mainly using electricity with breaking a contract and
electric larceny. Through clustering, the commons and differences of the behaviors among the
different customers were searched; The third aspect was the data mining of the customer
payment behavior. The mining and clustering on the choice of payment method and the law of
payment time of customers were conducted; The fourth aspect was the research on delinquent
behavior of customers. According to the delinquent trend, industry distribution and payment
ways of delinquent customers, the data mining was conducted; The fifth was the research on
complains as an important appeal of customer appeals. The composition of types, regional
distribution and the time law of complaints were mined. And for the complaints, the clustering华北电力大学硕士学位论文
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analysis and prediction were conducted.On the basis of the data mining of customer behaviors
in the five parts, the corresponding marketing strategy was put forward according to the
phenomenon of customer behavior. The analysis of the customer behavior based on the data
mining was more quantitative, objective and true. Speaking with data, make marketing
strategies made by the power companies more scientific and effective. There was also a
positive referential significance for other industries.
Keywords: Customer behaviors，Theory of the Whole Life Cycle, data mining, marketing
strategy华北电力大学硕士学位论文
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目录
摘要..I
ABSTRACT ....... II
第 1 章 绪 论....1
1.1 研究背景及意义... 1
1.1.1 研究背景 .... 1
1.1.2 研究意义 .........1
1.2 国内外研究现状........2
1.2.1 国外研究现状2
1.2.2 国内研究现状4
1.3 研究内容及方法........5
1.3.1 研究内容 .........5
1.3.2 研究方法 .........6
第 2 章 电力客户行为分析现状及数据挖掘理论基础..........8
2.1 电力客户行为分析及营销策略制定现状 .......