本文選題：中高端客戶　切入點：數(shù)據(jù)庫　出處：《南京理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：2008年通信行業(yè)重組打破了固網運營商和移動運營商之間的業(yè)務割據(jù),拉開了全業(yè)務競爭的序幕。中高端客戶成為各大運營商爭奪的焦點。 作為優(yōu)勢運營商中國移動占據(jù)的近80%的中高端客戶市場份額,中高端客戶保有和維護對中國移動來說至關重要。但是,通信行業(yè)中高端客戶保有困難很大。主要表現(xiàn)在客戶群體巨大,戶均營銷成本受限,客戶離網原因復雜等一系列因素的影響和制約。 本文作者結合自身長期從事通信行業(yè)中高端客戶保有工作實踐,采取數(shù)據(jù)庫營銷的思路,充分發(fā)揮通信行業(yè)高度IT化數(shù)據(jù)累積優(yōu)勢,通過對中高端客戶關鍵時刻服務和中高端客戶離網風險精確分級維護,展現(xiàn)了通信行業(yè)中高端客戶數(shù)據(jù)營銷的具體研究方法,取得了成熟有效的數(shù)據(jù)模型,并在實際的工作中取得了良好的工作成效。本文關于中高端客戶關鍵時刻服務和中高端客戶離網風險定量分析模型的研究中,分別采取了調查研究+專家意見的方法和建模軟件兩類方法,分別建立了兩種中高端客戶數(shù)據(jù)庫營銷模型。 本文已經成功研究的數(shù)據(jù)庫營銷模型具有很強的實戰(zhàn)指導性,對通信企業(yè)中高端客戶客戶關系維護具有非常重要的指導意義。同時,本文所展現(xiàn)的建模的方法和過程又為解決同類問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.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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本文編號：1628864