数据库营销在通信行业中高端客户维护中的应用研究

发布时间：2018-03-18 08:41

本文选题：中高端客户　切入点：数据库　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：2008年通信行业重组打破了固网运营商和移动运营商之间的业务割据,拉开了全业务竞争的序幕。中高端客户成为各大运营商争夺的焦点。作为优势运营商中国移动占据的近80%的中高端客户市场份额,中高端客户保有和维护对中国移动来说至关重要。但是,通信行业中高端客户保有困难很大。主要表现在客户群体巨大,户均营销成本受限,客户离网原因复杂等一系列因素的影响和制约。本文作者结合自身长期从事通信行业中高端客户保有工作实践,采取数据库营销的思路,充分发挥通信行业高度IT化数据累积优势,通过对中高端客户关键时刻服务和中高端客户离网风险精确分级维护,展现了通信行业中高端客户数据营销的具体研究方法,取得了成熟有效的数据模型,并在实际的工作中取得了良好的工作成效。本文关于中高端客户关键时刻服务和中高端客户离网风险定量分析模型的研究中,分别采取了调查研究+专家意见的方法和建模软件两类方法,分别建立了两种中高端客户数据库营销模型。本文已经成功研究的数据库营销模型具有很强的实战指导性,对通信企业中高端客户客户关系维护具有非常重要的指导意义。同时,本文所展现的建模的方法和过程又为解决同类问题提供了可以借鉴的思路。
[Abstract]:In 2008, the reorganization of communication industry broke the separation of business between fixed network operators and mobile operators, and opened the prelude of full-service competition. As a dominant operator, China Mobile occupies nearly 80% of the market share of mid-high-end customers, and the maintenance and maintenance of mid-high-end customers is of great importance to China Mobile. It is very difficult for the high-end customers in the communication industry to maintain them, mainly because of a series of factors, such as the huge customer group, the limited marketing cost, the complicated reasons for the customers leaving the network, and so on. In this paper, the author combines his long-term practice of maintaining high-end customers in the communications industry, and takes the thinking of database marketing to give full play to the high IT data accumulation advantage of the communications industry. Through the accurate classification and maintenance of the key moment service and the off-net risk of the middle and high-end customers, the specific research methods of the data marketing of the high-end customers in the communication industry are presented, and a mature and effective data model is obtained. And achieved good results in the actual work. In this paper, the key moment service and the risk quantitative analysis model of middle and high end customers off the net are studied. The methods of expert opinion and modeling software are used to establish two middle and high-end customer database marketing models. The database marketing model, which has been successfully studied in this paper, has a strong practical guidance, and has a very important guiding significance for the upscale customer relationship maintenance in the communications enterprises. At the same time, The modeling method and process presented in this paper can be used for reference to solve similar problems.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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