数据库营销在移动通信市场运营中的应用研究

发布时间：2018-05-06 22:34

本文选题：数据库营销 + 层次分析法　；参考：《昆明理工大学》2008年硕士论文

【摘要】： 本文以温州联通为例,在综合分析了移动通信市场运营竞争情况和目前营销推广目标过多范围过大的现状之后,提出了将数据库营销的理论应用到增值服务的新产品推广中去。本文简单介绍了数据库营销的基本理念和方法,以及面对海量顾客时数据库营销的优越性,并通过对比国内外数据库营销的使用现状,来说明目前移动通信领域使用数据库营销的必要性。在建立数据库营销的市场运营模型时,作者采用了统计学的分类技术和层次分析方法,利用层次分析法的特点和应用于数据库营销的优势,来帮助温州联通的“炫铃”新产品寻找目标顾客群。作者综合考虑了“炫铃”的各项特征,及各类型顾客对特征的敏感程度,建立了评价体系,对温州联通现有的几种顾客类型进行了比选,最后对“炫铃”营销推广的目标顾客提出了建议。在实际的“炫铃”产品营销过程中,作者采用了项目管理的基本方法,从项目周期、人员、资源、成本等各方面对营销过程进行了控制,展开了为期三个月的针对目标顾客群的市场营销。根据目标顾客群的特点,营销推广活动的媒体选择了对目标最有影响力的电台节目,举办了一场“炫铃”DIY大赛,同时辅助以终端广告和定点的短信群发手段,取得了较好的效果,共吸引了1万多人参加大赛,期间有5万多人次通过网站下载了“炫铃”歌曲,新增加的“炫铃”业务使用者高达5万多人。最后,利用在本次数据库营销推广中所取得的数据反馈,细化和重新定义了顾客类型,修正了模型。本次实验中取得的经验,也将在今后的工作中得以借鉴和保持。作者还指出了今后市场营销的目标,利用不断优化的数据库营销运营模型来帮助设计针对特定目标顾客群的增值业务新产品。
[Abstract]:This paper takes Wenzhou Unicom as an example, after synthetically analyzing the situation of mobile communication market operation competition and the present situation that the marketing promotion target is too large, this paper puts forward the application of the theory of database marketing to the promotion of new products of value-added service. This paper briefly introduces the basic concepts and methods of database marketing, as well as the advantages of database marketing in the face of massive customers, and compares the current situation of database marketing at home and abroad. To illustrate the current mobile communications area using database marketing necessity. In establishing the market operation model of database marketing, the author adopts the statistical classification technology and the analytic hierarchy process (AHP), and makes use of the characteristics of AHP and the advantages of applying to database marketing. To help Wenzhou Unicom's "Xuan Ling" new products to find target customer groups. The author synthetically considered the characteristics of "dazzling bell" and the sensitivity of each type of customers to the characteristics, established an evaluation system, and compared several customer types of Wenzhou Unicom. Finally, some suggestions are put forward to the target customers of the marketing promotion of "Xuan Ling". In the actual marketing process of "dazzling bell", the author adopts the basic method of project management, and controls the marketing process from the aspects of project cycle, personnel, resources, cost and so on. A three-month marketing campaign aimed at the target customer base was launched. According to the characteristics of the target customer group, the media of the marketing and promotion campaign selected the most influential radio programs to the target, held a "dazzling bell" DIY competition, and assisted with the means of mass sending of terminal advertisements and targeted short messages. It has attracted more than 10,000 people to participate in the competition. During this period, more than 50,000 people have downloaded the songs of "dazzling bell" through the website, and more than 50,000 new users of the "dazzling bell" business have been added. Finally, using the data feedback obtained in the database marketing promotion, the customer type is refined and redefined, and the model is modified. The experience gained in this experiment will also be used for reference and maintained in future work. The author also points out the goal of marketing in the future, and makes use of the optimized database marketing operation model to help design new value-added products for specific target customer groups.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626;F274

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