基于数据挖掘的电信宽带发展针对性营销系统的设计与实现

发布时间：2018-10-12 17:15

【摘要】：现代生活中,电信宽带已成为一个极其重要的组成部分,自从国家开放电信宽带市场之后,电信运营商公司之间的市场份额之争越来越激烈。为了在宽带市场上争取到更多的主动权,电信运营商公司这些年都在不断地加大营销的力度,丰富各自的营销措施,给出消费者更大的优惠力度,但是同时也应该快速实现以客户数据为中心的发展模式,建立起宽带针对性营销系统模型。现今的大数据挖掘技术的发展,则为其提供了技术的支撑。目前,中国电信客户细分的方法主要是根据经验或者简单的统计,客户和企业之间没有真正的连接,还不能满足宽带业务发展的需要。本文从电信运营商的市场环境与发展现状的角度来看,指出了目前电信企业的管理客户关系方面的工作依旧存在着很多的问题。从数据挖掘理论的角度,详细地分析了电信宽带客户的目标营销体系构建。论文先是说明了数据挖掘技术在现代社会中的意义与运用情况,论述了在电信行业中客户细分的重要性,设计了新的客户细分的模型,对决策树算法提出优化方案,完成宽带客户精准营销系统需求分析,基于优化后的决策树方案在挖掘工具软件上挖掘江苏电信的客户数据,实现客户群体细分。根据以上细分后的客户群体特征,设计并制定具有针对性的宽带营销方案,以提高客户的信任度。研究结果表明:通过营销系统的设计和功能模块进行了详尽分析,并对比系统实现前后的电信宽带客户数据,验证了该系统的有效性与实用性,为提高企业的市场份额具有一定的现实意义。
[Abstract]:In modern life, telecom broadband has become an extremely important part. Since the country opened up the telecommunications broadband market, the competition of market share among telecom operators has become more and more fierce. In order to gain more initiative in the broadband market, telecom operators have been continuously increasing their marketing efforts over the years, enriching their own marketing measures and giving consumers greater incentives. But at the same time, we should realize the development model of customer data center and establish the model of broadband targeted marketing system. The development of big data's mining technology now provides the technical support for it. At present, the method of customer segmentation of China Telecom is mainly based on experience or simple statistics, there is no real connection between customers and enterprises, which can not meet the needs of the development of broadband services. From the point of view of the market environment and the development of telecom operators, this paper points out that there are still many problems in the management of customer relations. From the angle of data mining theory, the target marketing system of telecom broadband customer is analyzed in detail. This paper first explains the significance and application of data mining technology in modern society, discusses the importance of customer segmentation in telecommunication industry, designs a new model of customer segmentation, and proposes an optimization scheme for decision tree algorithm. The requirement analysis of broadband customer precision marketing system is completed. Based on the optimized decision tree scheme, the customer data of Jiangsu Telecom is mined on the mining tool software to realize customer group segmentation. According to the characteristics of customer group, a targeted broadband marketing scheme is designed to improve customer trust. The research results show that the design and function module of the marketing system are analyzed in detail, and the validity and practicability of the system are verified by comparing the telecom broadband customer data before and after the realization of the system. In order to improve the market share of enterprises has a certain practical significance.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.13;TP311.52

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