深讯公司基于数据挖掘的流量产品精准营销系统研究

发布时间：2018-04-06 02:36

本文选题：营销　切入点：流量运营　出处：《哈尔滨理工大学》2012年硕士论文

【摘要】：因电信市场发展的日渐饱和,发展新用户增量市场的潜力越来越小,所以各大运营商将发展目标集中于提升在网用户的ARPu值。而如何能更好把握用户使用心理和服务需求来提升用户使用感知成为在未来的市场竞争中占据先机的关键。但是面对海量的移动通信数据业务访问资源,准确的进行数据清洗和分析获取数据中的有效知识已经成为当今研究的热点和难点,数据挖掘作为其主要的研究方向也应运而生。深圳市深讯信息科技发展股份有限公司是一家致力于通信领域的计算机软件研制、开发、集成和推广应用的软件公司。某省移动分公司为进一步拓展其营销系统,委托深讯公司开发一款针对该省移动通信流量业务的精准营销系统,以完善该省份移动分公司流量业务的营销体系,提升运营效果。本文首先介绍了国内外数据挖掘与精准营销的发展研究现状,归纳整理了移动互联网通信时代用户上网习惯的变更,并对流量业务运营的市场环境进行说明。在此基础上,分析了精准营销系统的自身定位,阐述了精确营销系统的整体架构。而后简要讨论了使用流量业务用户的原始数据获取以及用户数据的分拣,并建立了使用数据挖掘中神经网络算法的客户综合价值评定模型,使用决策树算法的用户营销适配渠道分析模型,使用关联规则以及逻辑回归两种数据挖掘算法的目标用户挖掘模型,并对三个系统的核心模块进行了深入研究。最后,本文利用该精准营销系统,结合某省移动通信公司使用流量业务用户数据的进行分析,提出了该省移动通信流量业务的精准营销策略方案,在深讯公司开发的软件系统上实施后,获取了较好的营销成果,有效的提升了该省移动通信使用流量业务用户的使用感知及业务收入,印证了本文研究内容的可行性和有效性。
[Abstract]:Because of the development of telecom market increasingly saturated, the development of new users incremental market potential is more and more small, so operators will focus on improving the development goals of users in the network. The ARPu values and how to better grasp the user psychology and demand for services to enhance the user perception becomes the key to take the initiative in the future competition in the market but in the face of mobile data services. Massive access to resources, accurate data cleaning and analysis of effective knowledge acquiring data has become a hot and difficult point in the research of data mining as its main research directions have emerged.
Shenzhen shenxun information technology development is the development of Limited by Share Ltd, a company dedicated to the field of communication of computer software development, integration and application of the software company. China Mobile Company to further expand its marketing system, the company developed a deep trust in precision marketing system in the province mobile communication traffic, in order to improve the province mobile branch traffic marketing system, improve operational effectiveness.
This paper first introduces the development and research status of data mining at home and abroad and precision marketing, summed up the mobile Internet era of communications users surfing habits change, and the flow of business market environment are described. Based on the analysis of precision marketing system positioning, expounds the overall structure of precision marketing system. Then briefly the original data flow service user access and sorting of user data, and the establishment of a comprehensive customer value assessment model using neural network algorithm in data mining, decision tree algorithm of user adaptation marketing channel analysis model, using association rules and logic regression two data mining algorithm in the target user mining model, and to the three system core module is studied.
Finally, this paper use the precision marketing system, combined the analysis of China mobile communication company use the flow of business user data, puts forward the precise marketing strategy of the mobile communication business flow, implemented in the software development company shenxun after obtaining better marketing results, effectively enhance the perception and use of the mobile communication business income, use the flow of business users, this paper confirms the feasibility and effectiveness.

【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F626

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