本文選題：移動(dòng)公司　切入點(diǎn)：數(shù)據(jù)挖掘　出處：《石家莊鐵道大學(xué)》2017年碩士論文

【摘要】：新經(jīng)濟(jì)時(shí)代的技術(shù)為眾多企業(yè)尋求新的利潤(rùn)增長(zhǎng)點(diǎn)提供了機(jī)會(huì),然而也給企業(yè)帶來(lái)了挑戰(zhàn),企業(yè)如何利用海量、有效的客戶消費(fèi)信息為客戶提供優(yōu)質(zhì)、貼心的定制化服務(wù)顯得尤為重要。D移動(dòng)公司作為運(yùn)營(yíng)商,如何從龐大、有限的信息資源中挖掘出有對(duì)應(yīng)需求的客戶和無(wú)限的商業(yè)潛能,爭(zhēng)取在這場(chǎng)大數(shù)據(jù)信息戰(zhàn)中取得持久的勝利是亟待解決的問(wèn)題。本文采用理論與實(shí)證相結(jié)合的研究方法,基于數(shù)據(jù)挖掘理論及精準(zhǔn)營(yíng)銷(xiāo)相關(guān)理論,以D移動(dòng)公司的用戶原始數(shù)據(jù)為分析對(duì)象,根據(jù)電信行業(yè)市場(chǎng)特征,探討數(shù)據(jù)挖掘在精準(zhǔn)營(yíng)銷(xiāo)中的應(yīng)用,結(jié)合D移動(dòng)公司的運(yùn)營(yíng)現(xiàn)狀,識(shí)別了D移動(dòng)公司精準(zhǔn)營(yíng)銷(xiāo)研究的整體規(guī)劃與重點(diǎn)內(nèi)容,整體規(guī)劃“以客戶為中心”的大數(shù)據(jù)運(yùn)營(yíng)支撐體系,重點(diǎn)內(nèi)容在客戶價(jià)值細(xì)分研究、客戶位置軌跡研究、客戶生命周期研究、客戶偏好研究、數(shù)據(jù)開(kāi)放研究探索研究五方面內(nèi)容,設(shè)計(jì)了四項(xiàng)基于大數(shù)據(jù)挖掘的精準(zhǔn)營(yíng)銷(xiāo)策略,包括聚合用戶信息庫(kù)、大數(shù)據(jù)分析挖掘、打造業(yè)務(wù)優(yōu)先級(jí)智能適配體系、精準(zhǔn)營(yíng)銷(xiāo)系統(tǒng)化支持,并展示了6個(gè)挖掘成果應(yīng)用的成功案例,包括客戶聚類(lèi)深度運(yùn)營(yíng)、終端市場(chǎng)深度運(yùn)營(yíng)、PCC觸點(diǎn)、CRV觸點(diǎn)、外呼與群發(fā)、打通精確營(yíng)銷(xiāo)系統(tǒng)與其他業(yè)務(wù)系統(tǒng)鏈路,為企業(yè)的營(yíng)銷(xiāo)決策提供科學(xué)支持。以期幫助企業(yè)有針對(duì)性的拓展服務(wù)對(duì)象,擴(kuò)大贏利可能性。
[Abstract]:The technology of the new economic era provides opportunities for many enterprises to seek new profit growth points, but also brings challenges to enterprises, how to use massive, effective customer consumption information to provide quality for customers. The intimate customized service is particularly important. As an operator, the mobile company how to tap the customers with corresponding needs and unlimited commercial potential from the huge and limited information resources, It is an urgent problem to win a lasting victory in this information war of big data. This paper adopts the research method of combining theory and demonstration, based on the theory of data mining and the theory of precision marketing. Taking the original user data of D Mobile Company as the analysis object, according to the market characteristics of telecommunication industry, this paper discusses the application of data mining in precision marketing, combined with the current operation situation of D mobile company. Identification of D mobile company precision marketing research overall planning and key content, overall planning "customer-centric" big data operation support system, the key content in customer value segmentation research, customer location trajectory research, Customer life cycle research, customer preference research, data opening research and exploration and research, designed four accurate marketing strategies based on big data mining, including aggregate user information base, big data analysis mining, Create business priority intelligent adaptation system, accurate marketing systematization support, and show 6 successful cases of mining applications, including customer clustering depth operation, terminal market depth operation PCC contact CRV contact, call and group, Connecting the precise marketing system with other business systems provides scientific support for the marketing decision of the enterprise in order to help the enterprise to expand the service object and expand the profit possibility.
【學(xué)位授予單位】：石家莊鐵道大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F626;F274

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