本文選題：營銷　切入點：流量運營　出處：《哈爾濱理工大學》2012年碩士論文

【摘要】：因電信市場發(fā)展的日漸飽和,發(fā)展新用戶增量市場的潛力越來越小,所以各大運營商將發(fā)展目標集中于提升在網用戶的ARPu值。而如何能更好把握用戶使用心理和服務需求來提升用戶使用感知成為在未來的市場競爭中占據先機的關鍵。但是面對海量的移動通信數據業(yè)務訪問資源,準確的進行數據清洗和分析獲取數據中的有效知識已經成為當今研究的熱點和難點,數據挖掘作為其主要的研究方向也應運而生。 深圳市深訊信息科技發(fā)展股份有限公司是一家致力于通信領域的計算機軟件研制、開發(fā)、集成和推廣應用的軟件公司。某省移動分公司為進一步拓展其營銷系統,委托深訊公司開發(fā)一款針對該省移動通信流量業(yè)務的精準營銷系統,以完善該省份移動分公司流量業(yè)務的營銷體系,提升運營效果。 本文首先介紹了國內外數據挖掘與精準營銷的發(fā)展研究現狀,歸納整理了移動互聯網通信時代用戶上網習慣的變更,并對流量業(yè)務運營的市場環(huán)境進行說明。在此基礎上,分析了精準營銷系統的自身定位,闡述了精確營銷系統的整體架構。而后簡要討論了使用流量業(yè)務用戶的原始數據獲取以及用戶數據的分揀,并建立了使用數據挖掘中神經網絡算法的客戶綜合價值評定模型,使用決策樹算法的用戶營銷適配渠道分析模型,使用關聯規(guī)則以及邏輯回歸兩種數據挖掘算法的目標用戶挖掘模型,并對三個系統的核心模塊進行了深入研究。 最后,本文利用該精準營銷系統,結合某省移動通信公司使用流量業(yè)務用戶數據的進行分析,提出了該省移動通信流量業(yè)務的精準營銷策略方案,在深訊公司開發(fā)的軟件系統上實施后,獲取了較好的營銷成果,有效的提升了該省移動通信使用流量業(yè)務用戶的使用感知及業(yè)務收入,印證了本文研究內容的可行性和有效性。
[Abstract]:Because of the development of telecom market increasingly saturated, the development of new users incremental market potential is more and more small, so operators will focus on improving the development goals of users in the network. The ARPu values and how to better grasp the user psychology and demand for services to enhance the user perception becomes the key to take the initiative in the future competition in the market but in the face of mobile data services. Massive access to resources, accurate data cleaning and analysis of effective knowledge acquiring data has become a hot and difficult point in the research of data mining as its main research directions have emerged.
Shenzhen shenxun information technology development is the development of Limited by Share Ltd, a company dedicated to the field of communication of computer software development, integration and application of the software company. China Mobile Company to further expand its marketing system, the company developed a deep trust in precision marketing system in the province mobile communication traffic, in order to improve the province mobile branch traffic marketing system, improve operational effectiveness.
This paper first introduces the development and research status of data mining at home and abroad and precision marketing, summed up the mobile Internet era of communications users surfing habits change, and the flow of business market environment are described. Based on the analysis of precision marketing system positioning, expounds the overall structure of precision marketing system. Then briefly the original data flow service user access and sorting of user data, and the establishment of a comprehensive customer value assessment model using neural network algorithm in data mining, decision tree algorithm of user adaptation marketing channel analysis model, using association rules and logic regression two data mining algorithm in the target user mining model, and to the three system core module is studied.
Finally, this paper use the precision marketing system, combined the analysis of China mobile communication company use the flow of business user data, puts forward the precise marketing strategy of the mobile communication business flow, implemented in the software development company shenxun after obtaining better marketing results, effectively enhance the perception and use of the mobile communication business income, use the flow of business users, this paper confirms the feasibility and effectiveness.

【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F49;F626

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