中国电信湖南公司七彩铃音业务精细化营销策略研究

发布时间：2018-01-28 06:33

本文关键词： 湖南电信精细化营销数据挖掘聚类分析关联分析产品推广　出处：《湖南大学》2012年硕士论文　论文类型：学位论文

【摘要】：中国电信面对激烈的市场竞争,提出了由通信运营商向综合信息服务提供商转变的转型目标。彩铃业务是继短信之后第二大增值业务,全国彩铃收入市场规模达到60亿元。但是问题也日益突现：用户大进大出,离网率高；用户数停滞不前；用户长时间不换铃音等。提高用户活跃度是彩铃业务要取得突破性发展的关键。为了提高用户活跃度,本文运用数据挖掘、聚类分析方法、关联分析方法、SPSS等方法和工具,研究针对彩铃用户的精细化营销策略。首先,通过历年来已经建立的多个增值业务平台和管理平台,包括ISMP,CRM,彩铃中心,短信中心,彩信中心,189邮箱,天翼视讯,wap网关等采集用户信息资料和用户业务行为信息。其次,通过分析与筛选用户数据,剔除部分无效的用户数据,然后使用专业的数据挖掘软件——SPSS软件系统,对用户信息进行各类分析,包括常态分析、聚类分析和关联分析,通过聚类分析将用户根据其自然属性和行为属性进行分类,通过关联分析,根据用户的行为关联出用户对于彩铃类型的喜好。第三,目前电信采用了多种营销渠道,包括实体渠道、社会渠道、电子渠道等,但是渠道的长短不同、成本不同,并不是每一个渠道都适合增值业务的推广,对营销渠道进行初步的分析和确定,选择适合彩铃推广的营销渠道。最后,建立精细化营销平台,利用本文聚类分析和关联分析的结果,对目标用户群进行针对性的营销,然后跟踪营销效果,对本次研究中对用户的分类以及关联的分析结果进行验证,对研究结果进行评估。本文针对目前电信运营商对彩铃用户营销推广方式粗放,效率低下的实际问题,提出解决方案,是基于公司实际,寻求现行体系存在的问题,同时,提出解决问题的方法和初步设想。
[Abstract]:Facing the fierce market competition, China Telecom has put forward the transformation target from the communication operator to the integrated information service provider. The color ring service is the second biggest value-added service after the short message. The scale of the national CRBT revenue market has reached 6 billion yuan. But the problems are also emerging day by day: the users come in and out, and the rate of leaving the network is high; The number of users stagnated; Users do not change the ring tone for a long time. To improve the user activity is the key to the breakthrough development of color ring service. In order to improve the user activity, this paper uses data mining, clustering analysis method, association analysis method. SPSS and other methods and tools, research for color ring users of fine marketing strategy. First, through a number of value-added business platforms and management platforms that have been established over the years, including ISMPI CRM, CRBT, SMS, MMS, MMS, and Skywing Video. Wap gateway collects user information and user business behavior information. Secondly, by analyzing and screening user data, some invalid user data are eliminated. Then use professional data mining software-SPSS software system to analyze user information, including normal analysis, clustering analysis and association analysis. By clustering analysis, users are classified according to their natural attributes and behavior attributes. Through association analysis, users' preferences for color bell types are correlated according to their behavior. Third. At present, telecom has adopted a variety of marketing channels, including physical channels, social channels, electronic channels, etc., but the length of channels and costs are different, not every channel is suitable for the promotion of value-added services. The initial analysis and determination of marketing channels, the selection of suitable marketing channels for the promotion of color ring. Finally, the establishment of a refined marketing platform, using the results of this cluster analysis and correlation analysis. The target group is marketed, and then the effect of marketing is tracked. The classification and correlation analysis results of the users in this study are verified, and the results of the research are evaluated. Aiming at the practical problems of extensive marketing and low efficiency of current telecom operators, this paper proposes a solution, which is based on the actual situation of the company, seeking the existing problems of the current system, and at the same time. The method and tentative idea of solving the problem are put forward.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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