基于大数据挖掘的数据业务精准营销策略研究

发布时间：2018-04-01 00:16

本文选题：移动公司　切入点：数据挖掘　出处：《石家庄铁道大学》2017年硕士论文

【摘要】：新经济时代的技术为众多企业寻求新的利润增长点提供了机会,然而也给企业带来了挑战,企业如何利用海量、有效的客户消费信息为客户提供优质、贴心的定制化服务显得尤为重要。D移动公司作为运营商,如何从庞大、有限的信息资源中挖掘出有对应需求的客户和无限的商业潜能,争取在这场大数据信息战中取得持久的胜利是亟待解决的问题。本文采用理论与实证相结合的研究方法,基于数据挖掘理论及精准营销相关理论,以D移动公司的用户原始数据为分析对象,根据电信行业市场特征,探讨数据挖掘在精准营销中的应用,结合D移动公司的运营现状,识别了D移动公司精准营销研究的整体规划与重点内容,整体规划“以客户为中心”的大数据运营支撑体系,重点内容在客户价值细分研究、客户位置轨迹研究、客户生命周期研究、客户偏好研究、数据开放研究探索研究五方面内容,设计了四项基于大数据挖掘的精准营销策略,包括聚合用户信息库、大数据分析挖掘、打造业务优先级智能适配体系、精准营销系统化支持,并展示了6个挖掘成果应用的成功案例,包括客户聚类深度运营、终端市场深度运营、PCC触点、CRV触点、外呼与群发、打通精确营销系统与其他业务系统链路,为企业的营销决策提供科学支持。以期帮助企业有针对性的拓展服务对象,扩大赢利可能性。
[Abstract]:The technology of the new economic era provides opportunities for many enterprises to seek new profit growth points, but also brings challenges to enterprises, how to use massive, effective customer consumption information to provide quality for customers. The intimate customized service is particularly important. As an operator, the mobile company how to tap the customers with corresponding needs and unlimited commercial potential from the huge and limited information resources, It is an urgent problem to win a lasting victory in this information war of big data. This paper adopts the research method of combining theory and demonstration, based on the theory of data mining and the theory of precision marketing. Taking the original user data of D Mobile Company as the analysis object, according to the market characteristics of telecommunication industry, this paper discusses the application of data mining in precision marketing, combined with the current operation situation of D mobile company. Identification of D mobile company precision marketing research overall planning and key content, overall planning "customer-centric" big data operation support system, the key content in customer value segmentation research, customer location trajectory research, Customer life cycle research, customer preference research, data opening research and exploration and research, designed four accurate marketing strategies based on big data mining, including aggregate user information base, big data analysis mining, Create business priority intelligent adaptation system, accurate marketing systematization support, and show 6 successful cases of mining applications, including customer clustering depth operation, terminal market depth operation PCC contact CRV contact, call and group, Connecting the precise marketing system with other business systems provides scientific support for the marketing decision of the enterprise in order to help the enterprise to expand the service object and expand the profit possibility.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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