本文關(guān)鍵詞： 湖南電信 精細(xì)化營銷 數(shù)據(jù)挖掘 聚類分析 關(guān)聯(lián)分析 產(chǎn)品推廣　出處：《湖南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：中國電信面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),提出了由通信運(yùn)營商向綜合信息服務(wù)提供商轉(zhuǎn)變的轉(zhuǎn)型目標(biāo)。彩鈴業(yè)務(wù)是繼短信之后第二大增值業(yè)務(wù),全國彩鈴收入市場(chǎng)規(guī)模達(dá)到60億元。但是問題也日益突現(xiàn)：用戶大進(jìn)大出,離網(wǎng)率高；用戶數(shù)停滯不前；用戶長(zhǎng)時(shí)間不換鈴音等。提高用戶活躍度是彩鈴業(yè)務(wù)要取得突破性發(fā)展的關(guān)鍵。為了提高用戶活躍度,本文運(yùn)用數(shù)據(jù)挖掘、聚類分析方法、關(guān)聯(lián)分析方法、SPSS等方法和工具,研究針對(duì)彩鈴用戶的精細(xì)化營銷策略。 首先,通過歷年來已經(jīng)建立的多個(gè)增值業(yè)務(wù)平臺(tái)和管理平臺(tái),包括ISMP,CRM,彩鈴中心,短信中心,彩信中心,189郵箱,天翼視訊,wap網(wǎng)關(guān)等采集用戶信息資料和用戶業(yè)務(wù)行為信息。其次,通過分析與篩選用戶數(shù)據(jù),剔除部分無效的用戶數(shù)據(jù),然后使用專業(yè)的數(shù)據(jù)挖掘軟件——SPSS軟件系統(tǒng),對(duì)用戶信息進(jìn)行各類分析,包括常態(tài)分析、聚類分析和關(guān)聯(lián)分析,通過聚類分析將用戶根據(jù)其自然屬性和行為屬性進(jìn)行分類,通過關(guān)聯(lián)分析,根據(jù)用戶的行為關(guān)聯(lián)出用戶對(duì)于彩鈴類型的喜好。第三,目前電信采用了多種營銷渠道,包括實(shí)體渠道、社會(huì)渠道、電子渠道等,但是渠道的長(zhǎng)短不同、成本不同,并不是每一個(gè)渠道都適合增值業(yè)務(wù)的推廣,對(duì)營銷渠道進(jìn)行初步的分析和確定,選擇適合彩鈴?fù)茝V的營銷渠道。最后,建立精細(xì)化營銷平臺(tái),利用本文聚類分析和關(guān)聯(lián)分析的結(jié)果,對(duì)目標(biāo)用戶群進(jìn)行針對(duì)性的營銷,然后跟蹤營銷效果,對(duì)本次研究中對(duì)用戶的分類以及關(guān)聯(lián)的分析結(jié)果進(jìn)行驗(yàn)證,對(duì)研究結(jié)果進(jìn)行評(píng)估。 本文針對(duì)目前電信運(yùn)營商對(duì)彩鈴用戶營銷推廣方式粗放,效率低下的實(shí)際問題,提出解決方案,是基于公司實(shí)際,尋求現(xiàn)行體系存在的問題,同時(shí),提出解決問題的方法和初步設(shè)想。
[Abstract]:Facing the fierce market competition, China Telecom has put forward the transformation target from the communication operator to the integrated information service provider. The color ring service is the second biggest value-added service after the short message. The scale of the national CRBT revenue market has reached 6 billion yuan. But the problems are also emerging day by day: the users come in and out, and the rate of leaving the network is high; The number of users stagnated; Users do not change the ring tone for a long time. To improve the user activity is the key to the breakthrough development of color ring service. In order to improve the user activity, this paper uses data mining, clustering analysis method, association analysis method. SPSS and other methods and tools, research for color ring users of fine marketing strategy. First, through a number of value-added business platforms and management platforms that have been established over the years, including ISMPI CRM, CRBT, SMS, MMS, MMS, and Skywing Video. Wap gateway collects user information and user business behavior information. Secondly, by analyzing and screening user data, some invalid user data are eliminated. Then use professional data mining software-SPSS software system to analyze user information, including normal analysis, clustering analysis and association analysis. By clustering analysis, users are classified according to their natural attributes and behavior attributes. Through association analysis, users' preferences for color bell types are correlated according to their behavior. Third. At present, telecom has adopted a variety of marketing channels, including physical channels, social channels, electronic channels, etc., but the length of channels and costs are different, not every channel is suitable for the promotion of value-added services. The initial analysis and determination of marketing channels, the selection of suitable marketing channels for the promotion of color ring. Finally, the establishment of a refined marketing platform, using the results of this cluster analysis and correlation analysis. The target group is marketed, and then the effect of marketing is tracked. The classification and correlation analysis results of the users in this study are verified, and the results of the research are evaluated. Aiming at the practical problems of extensive marketing and low efficiency of current telecom operators, this paper proposes a solution, which is based on the actual situation of the company, seeking the existing problems of the current system, and at the same time. The method and tentative idea of solving the problem are put forward.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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