精准营销系统在移动增值业务中的应用与实现策略研究

发布时间：2018-02-28 23:20

本文关键词： 精准营销理论精准营销系统移动增值业务客户细分　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：在大数据网络和移动互联网时代,语音业务不再是移动运营商的经营主体,移动增值业务逐渐成为电信运营商的重要经营收入来源,在这种情况下,电信运营商如何提高产品的业务质量和提升客户体验,快速响应客户的不断变化的需求,增强用户粘性以及挽留客户是运营商工作的重点。在经济全球化和人们生活水平不断提高的今天,移动增值业务具有个性化、差异化和丰富化等特点,移动增值业务产品的周期也在不断缩短,在这种情况下,运营商如何去做客户细分、识别潜在客户和管理客户以及准确理解客户的真正需求是运营商目前已有业务支撑系统所不能解决的。随着增值业务产品种类的不断增多,移动运营商的营销部门和渠道越来越复杂,运营商如何让各个营销渠道协同工作,考核和激励营销售人员的营销工作也是不得不面对的问题。移动互联网的免费OTT业务(例如微信等)对电信营运商的移动增值业务造成了很大冲击,运营商如何识别自己“管道”里的各种业务真实价值及客户消费习惯,如何去管控客户消费行为,这将帮助运营商形成自己的核心竞争力。因此,本文通过研究移动增值业务的市场环境、发展趋势和营销现状,提出了精准营销是解决上述问题的最好的办法和思路之一,基于上述存在的实际问题,笔者为电信运营商提出了构建精准营销系统总体逻辑架构的思路,以便实现对产品管理、客户细分、客户消费行为和需求管理、精细化营销管理、运营商“管道”的可视化和管控等功能。该系统与电信运营商其他业务支撑系统最大的不同是该精准营销系统做数据分析和挖掘时所采用的数据源是运营商的真实的和实时的核心数据网络(即运营商正在运营的移动核心网络)中所承载的所有实时业务数据,通过精准营销系统的高性能采集硬件板卡来采集获得,保证了实时真实数据输入的准确性),除外,精准营销系统也可以借助已有支撑系统的数据源例如CRM、增值业务平台中的业务数据作为补充和完善。
[Abstract]:In the era of big data network and mobile Internet, voice service is no longer the main business of mobile operators, mobile value-added services gradually become an important source of business revenue for telecom operators, in this case, How to improve the service quality of products and customer experience, how to respond to the changing needs of customers, how to enhance the stickiness of customers and how to retain customers are the key tasks of telecom operators. With the globalization of economy and the continuous improvement of people's living standards, mobile value-added services are characterized by individuation, differentiation and enrichment, and the cycle of mobile value-added services products is also continuously shortened. How to do customer segmentation, identify potential customers and manage customers, and accurately understand the real needs of customers is a problem that operators can not solve in the existing business support system. With the increasing variety of value-added service products, the marketing departments and channels of mobile operators are becoming more and more complex. Assessment and incentive sales staff marketing work is also had to face the problem. The free OTT service of mobile Internet (such as WeChat, etc.) has a great impact on the mobile value-added service of telecom operators. How do operators identify the real value of various services and customer consumption habits in their own "channels"? How to control customer consumption behavior, which will help operators form their own core competitiveness. Therefore, by studying the market environment, development trend and marketing status of mobile value-added services, this paper puts forward that precision marketing is one of the best methods and ideas to solve the above problems, based on the practical problems mentioned above. In order to realize the product management, customer segmentation, customer consumption behavior and demand management, the author puts forward the idea of constructing the overall logical structure of the precision marketing system for telecom operators. The major difference between the system and other business support systems of telecom operators is that the data source used in the precision marketing system for data analysis and mining is the operator's true. All real-time business data carried in a real and real-time core data network (that is, the mobile core network that operators are operating on), Through the high performance acquisition hardware card of the precision marketing system, the accuracy of the real time data input is guaranteed, except, Precision marketing system can also be supplemented and improved by the existing data sources such as CRM, value-added service platform.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626.5

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