本文關(guān)鍵詞： 精準(zhǔn)營銷理論 精準(zhǔn)營銷系統(tǒng) 移動(dòng)增值業(yè)務(wù) 客戶細(xì)分　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在大數(shù)據(jù)網(wǎng)絡(luò)和移動(dòng)互聯(lián)網(wǎng)時(shí)代,語音業(yè)務(wù)不再是移動(dòng)運(yùn)營商的經(jīng)營主體,移動(dòng)增值業(yè)務(wù)逐漸成為電信運(yùn)營商的重要經(jīng)營收入來源,在這種情況下,電信運(yùn)營商如何提高產(chǎn)品的業(yè)務(wù)質(zhì)量和提升客戶體驗(yàn),快速響應(yīng)客戶的不斷變化的需求,增強(qiáng)用戶粘性以及挽留客戶是運(yùn)營商工作的重點(diǎn)。 在經(jīng)濟(jì)全球化和人們生活水平不斷提高的今天,移動(dòng)增值業(yè)務(wù)具有個(gè)性化、差異化和豐富化等特點(diǎn),移動(dòng)增值業(yè)務(wù)產(chǎn)品的周期也在不斷縮短,在這種情況下,運(yùn)營商如何去做客戶細(xì)分、識(shí)別潛在客戶和管理客戶以及準(zhǔn)確理解客戶的真正需求是運(yùn)營商目前已有業(yè)務(wù)支撐系統(tǒng)所不能解決的。 隨著增值業(yè)務(wù)產(chǎn)品種類的不斷增多,移動(dòng)運(yùn)營商的營銷部門和渠道越來越復(fù)雜,運(yùn)營商如何讓各個(gè)營銷渠道協(xié)同工作,考核和激勵(lì)營銷售人員的營銷工作也是不得不面對(duì)的問題。 移動(dòng)互聯(lián)網(wǎng)的免費(fèi)OTT業(yè)務(wù)(例如微信等)對(duì)電信營運(yùn)商的移動(dòng)增值業(yè)務(wù)造成了很大沖擊,運(yùn)營商如何識(shí)別自己“管道”里的各種業(yè)務(wù)真實(shí)價(jià)值及客戶消費(fèi)習(xí)慣,如何去管控客戶消費(fèi)行為,這將幫助運(yùn)營商形成自己的核心競(jìng)爭(zhēng)力。 因此,本文通過研究移動(dòng)增值業(yè)務(wù)的市場(chǎng)環(huán)境、發(fā)展趨勢(shì)和營銷現(xiàn)狀,提出了精準(zhǔn)營銷是解決上述問題的最好的辦法和思路之一,基于上述存在的實(shí)際問題,筆者為電信運(yùn)營商提出了構(gòu)建精準(zhǔn)營銷系統(tǒng)總體邏輯架構(gòu)的思路,以便實(shí)現(xiàn)對(duì)產(chǎn)品管理、客戶細(xì)分、客戶消費(fèi)行為和需求管理、精細(xì)化營銷管理、運(yùn)營商“管道”的可視化和管控等功能。該系統(tǒng)與電信運(yùn)營商其他業(yè)務(wù)支撐系統(tǒng)最大的不同是該精準(zhǔn)營銷系統(tǒng)做數(shù)據(jù)分析和挖掘時(shí)所采用的數(shù)據(jù)源是運(yùn)營商的真實(shí)的和實(shí)時(shí)的核心數(shù)據(jù)網(wǎng)絡(luò)(即運(yùn)營商正在運(yùn)營的移動(dòng)核心網(wǎng)絡(luò))中所承載的所有實(shí)時(shí)業(yè)務(wù)數(shù)據(jù),通過精準(zhǔn)營銷系統(tǒng)的高性能采集硬件板卡來采集獲得,保證了實(shí)時(shí)真實(shí)數(shù)據(jù)輸入的準(zhǔn)確性),除外,精準(zhǔn)營銷系統(tǒng)也可以借助已有支撐系統(tǒng)的數(shù)據(jù)源例如CRM、增值業(yè)務(wù)平臺(tái)中的業(yè)務(wù)數(shù)據(jù)作為補(bǔ)充和完善。
[Abstract]:In the era of big data network and mobile Internet, voice service is no longer the main business of mobile operators, mobile value-added services gradually become an important source of business revenue for telecom operators, in this case, How to improve the service quality of products and customer experience, how to respond to the changing needs of customers, how to enhance the stickiness of customers and how to retain customers are the key tasks of telecom operators. With the globalization of economy and the continuous improvement of people's living standards, mobile value-added services are characterized by individuation, differentiation and enrichment, and the cycle of mobile value-added services products is also continuously shortened. How to do customer segmentation, identify potential customers and manage customers, and accurately understand the real needs of customers is a problem that operators can not solve in the existing business support system. With the increasing variety of value-added service products, the marketing departments and channels of mobile operators are becoming more and more complex. Assessment and incentive sales staff marketing work is also had to face the problem. The free OTT service of mobile Internet (such as WeChat, etc.) has a great impact on the mobile value-added service of telecom operators. How do operators identify the real value of various services and customer consumption habits in their own "channels"? How to control customer consumption behavior, which will help operators form their own core competitiveness. Therefore, by studying the market environment, development trend and marketing status of mobile value-added services, this paper puts forward that precision marketing is one of the best methods and ideas to solve the above problems, based on the practical problems mentioned above. In order to realize the product management, customer segmentation, customer consumption behavior and demand management, the author puts forward the idea of constructing the overall logical structure of the precision marketing system for telecom operators. The major difference between the system and other business support systems of telecom operators is that the data source used in the precision marketing system for data analysis and mining is the operator's true. All real-time business data carried in a real and real-time core data network (that is, the mobile core network that operators are operating on), Through the high performance acquisition hardware card of the precision marketing system, the accuracy of the real time data input is guaranteed, except, Precision marketing system can also be supplemented and improved by the existing data sources such as CRM, value-added service platform.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626.5

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