大数据背景下的国际电信业务精准营销研究

发布时间：2018-06-11 09:58

本文选题：数据挖掘 + 国际电信业务　；参考：《成都理工大学》2017年硕士论文

【摘要】：近20年来,电信运营商之间的竞争逐步加剧,很多互联网厂商、系统集成商及传统经销商也加入到竞争行列,电信运营商的ARPU值和利润空间面临着巨大的挑战。从市场拓展角度看,电信运营商必须寻求新的业务增长点。而国际电信业务为电信运营商带来了新的机遇。2016年全年,中国入境旅游人数达到1.38亿人次,较上年同比增长3.8%,其中外籍人士的入境次数达到2814.2万人次,较上年同比增长8.3%。如果能够为这些客户提供优质的电信服务,将极大的提升电信运营商的营业额。因此,电信运营商特别为入境群体提供了国际电信服务。国际电信业务是指国内电信企业与其它国家和地区的GSM(2G)/WCDMA(3G)/LTE(4G)运营商签署双边漫游协议后,国外客户入境时,通过漫游网络与国外联系人保持联系的服务。随着经济全球化的不断深化,电信业务结构逐步调整,国际电信业务的收入在整个电信业务收入中的比重逐年上升。国际电信业务的特点就是跨越国家或地区,跨越两个或两个以上的电信企业,因此国际电信产品的开发、包装、管理和完善上具有多样性和不可预期性。但国际电信业务客户大多是中高端人士,他们对服务质量的要求很高。因此,建立基于大数据的精准营销体系被各大运营商提上日程。本文基于此背景下展开了对电信业务国际电信业务的精准营销研究,主要关注电信业务国际电信客户的市场细分和对细分客群的精准营销。为了研究的顺利开展,本文首先对国际电信业务的营销现状进行了分析。其次,本文基于四川联通的国际电信客户数据,采用聚类分析的思路,对国际电信业务进行了客户细分研究,并将国际电信客户划分为商务人士、常住人士、旅游探亲人士三大类。最后,本文分析了不同细分客户群体在感知价值的三个维度上的差异,并据此提出了针对不同客户群体的营销策略。本文的主要贡献在于结合国际电信业务的实际需要,将数据挖掘中算法应用于客户细分中,并设定了具有针对性的营销策略,为电信运营商挖掘国际电信业务市场、设计国际电信业务的流程提供决策参考。
[Abstract]:In the past 20 years, the competition among telecom operators has gradually intensified, and many Internet manufacturers, system integrators and traditional dealers have joined the competition. The ARPU value and profit space of telecom operators are facing enormous challenges. From the perspective of market expansion, telecom operators must seek new business growth points. The international telecoms business has opened up new opportunities for telecom operators. For the whole of 2016, the number of inbound tourists reached 138 million, up 3.8 percent from a year earlier, with the number of foreign arrivals reaching 28.142 million, up 8.3 percent from the previous year. If these customers can provide high-quality telecommunications services, will greatly increase the turnover of telecom operators. As a result, telecom operators provide international telecommunications services especially for inbound groups. International telecommunication service refers to the service that domestic telecom enterprises and other countries and regions GSM2 / WCDMA3 / LTE4G) operators sign bilateral roaming agreement, when foreign customers enter the country, they keep in touch with foreign contacts through roaming network. With the deepening of economic globalization and the gradual adjustment of telecommunication service structure, the proportion of international telecom service income in the whole telecommunication service revenue is increasing year by year. The characteristic of international telecommunication business is that it spans two or more telecom enterprises, so the development, packaging, management and perfection of international telecommunication products are diverse and unpredictable. But international telecom business customers are mostly mid-high-end people, they are very high quality of service. Therefore, the establishment of big data-based precision marketing system by major operators on the agenda. Based on this background, this paper focuses on the precision marketing of international telecom business, focusing on the market segmentation of international telecom customers and the precise marketing of subdivision customers. In order to carry out the research smoothly, this paper firstly analyzes the marketing status of international telecom business. Secondly, based on the international telecom customer data of Sichuan Unicom, this paper uses the idea of cluster analysis to study the customer segmentation of international telecom business, and divides the international telecom customer into business person and resident person. There are three categories of family visitors. Finally, this paper analyzes the differences in three dimensions of perceived value among different subdivision customer groups, and puts forward marketing strategies for different customer groups. The main contribution of this paper is to apply the algorithm of data mining to customer segmentation according to the actual needs of international telecom business, and to set up targeted marketing strategies to tap the international telecom service market for telecom operators. Design the process of international telecommunication business to provide decision-making reference.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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