电信增值业务针对性营销平台分析与设计

发布时间：2018-02-27 09:45

本文关键词： 精细化营销数据挖掘针对性营销稽核　出处：《长春工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着移动通信行业的高速发展,同行业之间的竞争日益尖锐化,国内几个大的运营商,都面对同样的问题,增量不增收,投资效益不高。除了积极寻求创新的电信企业,也需要引导消费“升级”,用户逐渐向中高端转型。在目前激烈的市场竞争环境下,依靠传统的营销手段已经很难进一步地提高一线销售单位的运营能力。正是在这种背景下,我们开发出一套基于精细化营销体系架构的增值业务针对性营销平台,通过用户数据深入挖掘、简化操作流程、营销过程发展量化考核、佣金稽核和投诉跟踪处理等一系列精细化营销系统的支撑,确定销售群体,协助一线人员提升素质。系统试运行结果表明,达到了收入提升的效果。
[Abstract]:In recent years, with the rapid development of the mobile communication industry, the competition between the same industries has become increasingly sharp. Several large domestic operators are faced with the same problem and do not increase their income incrementally. Investment returns are not high. Apart from actively seeking innovation for telecom enterprises, we also need to guide consumption "upgrading", and users are gradually turning to the middle and high end. In the current fierce market competition environment, It is difficult to further improve the operational capability of front-line sales units by relying on traditional marketing methods. It is precisely against this background that we have developed a set of targeted marketing platforms for value-added services based on a refined marketing system. Through deep mining of user data, simplification of operation flow, quantitative assessment of the development of marketing process, commission audit and complaint tracking, etc., a series of fine marketing systems are supported to determine the sales group. The system test results show that the effect of income increase has been achieved.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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