本文選題：中高端客戶(hù)　切入點(diǎn)：數(shù)據(jù)庫(kù)　出處：《南京理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：2008年通信行業(yè)重組打破了固網(wǎng)運(yùn)營(yíng)商和移動(dòng)運(yùn)營(yíng)商之間的業(yè)務(wù)割據(jù),拉開(kāi)了全業(yè)務(wù)競(jìng)爭(zhēng)的序幕。中高端客戶(hù)成為各大運(yùn)營(yíng)商爭(zhēng)奪的焦點(diǎn)。 作為優(yōu)勢(shì)運(yùn)營(yíng)商中國(guó)移動(dòng)占據(jù)的近80%的中高端客戶(hù)市場(chǎng)份額,中高端客戶(hù)保有和維護(hù)對(duì)中國(guó)移動(dòng)來(lái)說(shuō)至關(guān)重要。但是,通信行業(yè)中高端客戶(hù)保有困難很大。主要表現(xiàn)在客戶(hù)群體巨大,戶(hù)均營(yíng)銷(xiāo)成本受限,客戶(hù)離網(wǎng)原因復(fù)雜等一系列因素的影響和制約。 本文作者結(jié)合自身長(zhǎng)期從事通信行業(yè)中高端客戶(hù)保有工作實(shí)踐,采取數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)的思路,充分發(fā)揮通信行業(yè)高度IT化數(shù)據(jù)累積優(yōu)勢(shì),通過(guò)對(duì)中高端客戶(hù)關(guān)鍵時(shí)刻服務(wù)和中高端客戶(hù)離網(wǎng)風(fēng)險(xiǎn)精確分級(jí)維護(hù),展現(xiàn)了通信行業(yè)中高端客戶(hù)數(shù)據(jù)營(yíng)銷(xiāo)的具體研究方法,取得了成熟有效的數(shù)據(jù)模型,并在實(shí)際的工作中取得了良好的工作成效。本文關(guān)于中高端客戶(hù)關(guān)鍵時(shí)刻服務(wù)和中高端客戶(hù)離網(wǎng)風(fēng)險(xiǎn)定量分析模型的研究中,分別采取了調(diào)查研究+專(zhuān)家意見(jiàn)的方法和建模軟件兩類(lèi)方法,分別建立了兩種中高端客戶(hù)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)模型。 本文已經(jīng)成功研究的數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)模型具有很強(qiáng)的實(shí)戰(zhàn)指導(dǎo)性,對(duì)通信企業(yè)中高端客戶(hù)客戶(hù)關(guān)系維護(hù)具有非常重要的指導(dǎo)意義。同時(shí),本文所展現(xiàn)的建模的方法和過(guò)程又為解決同類(lèi)問(wèn)題提供了可以借鑒的思路。
[Abstract]:In 2008, the reorganization of communication industry broke the separation of business between fixed network operators and mobile operators, and opened the prelude of full-service competition. As a dominant operator, China Mobile occupies nearly 80% of the market share of mid-high-end customers, and the maintenance and maintenance of mid-high-end customers is of great importance to China Mobile. It is very difficult for the high-end customers in the communication industry to maintain them, mainly because of a series of factors, such as the huge customer group, the limited marketing cost, the complicated reasons for the customers leaving the network, and so on. In this paper, the author combines his long-term practice of maintaining high-end customers in the communications industry, and takes the thinking of database marketing to give full play to the high IT data accumulation advantage of the communications industry. Through the accurate classification and maintenance of the key moment service and the off-net risk of the middle and high-end customers, the specific research methods of the data marketing of the high-end customers in the communication industry are presented, and a mature and effective data model is obtained. And achieved good results in the actual work. In this paper, the key moment service and the risk quantitative analysis model of middle and high end customers off the net are studied. The methods of expert opinion and modeling software are used to establish two middle and high-end customer database marketing models. The database marketing model, which has been successfully studied in this paper, has a strong practical guidance, and has a very important guiding significance for the upscale customer relationship maintenance in the communications enterprises. At the same time, The modeling method and process presented in this paper can be used for reference to solve similar problems.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F626

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