本文選題：數(shù)據(jù)庫營銷 + 層次分析法��； 參考：《昆明理工大學(xué)》2008年碩士論文

【摘要】： 本文以溫州聯(lián)通為例,在綜合分析了移動通信市場運(yùn)營競爭情況和目前營銷推廣目標(biāo)過多范圍過大的現(xiàn)狀之后,提出了將數(shù)據(jù)庫營銷的理論應(yīng)用到增值服務(wù)的新產(chǎn)品推廣中去。 本文簡單介紹了數(shù)據(jù)庫營銷的基本理念和方法,以及面對海量顧客時(shí)數(shù)據(jù)庫營銷的優(yōu)越性,并通過對比國內(nèi)外數(shù)據(jù)庫營銷的使用現(xiàn)狀,來說明目前移動通信領(lǐng)域使用數(shù)據(jù)庫營銷的必要性。在建立數(shù)據(jù)庫營銷的市場運(yùn)營模型時(shí),作者采用了統(tǒng)計(jì)學(xué)的分類技術(shù)和層次分析方法,利用層次分析法的特點(diǎn)和應(yīng)用于數(shù)據(jù)庫營銷的優(yōu)勢,來幫助溫州聯(lián)通的“炫鈴”新產(chǎn)品尋找目標(biāo)顧客群。作者綜合考慮了“炫鈴”的各項(xiàng)特征,及各類型顧客對特征的敏感程度,建立了評價(jià)體系,對溫州聯(lián)通現(xiàn)有的幾種顧客類型進(jìn)行了比選,最后對“炫鈴”營銷推廣的目標(biāo)顧客提出了建議。 在實(shí)際的“炫鈴”產(chǎn)品營銷過程中,作者采用了項(xiàng)目管理的基本方法,從項(xiàng)目周期、人員、資源、成本等各方面對營銷過程進(jìn)行了控制,展開了為期三個(gè)月的針對目標(biāo)顧客群的市場營銷。根據(jù)目標(biāo)顧客群的特點(diǎn),營銷推廣活動的媒體選擇了對目標(biāo)最有影響力的電臺節(jié)目,舉辦了一場“炫鈴”DIY大賽,同時(shí)輔助以終端廣告和定點(diǎn)的短信群發(fā)手段,取得了較好的效果,共吸引了1萬多人參加大賽,期間有5萬多人次通過網(wǎng)站下載了“炫鈴”歌曲,新增加的“炫鈴”業(yè)務(wù)使用者高達(dá)5萬多人。 最后,利用在本次數(shù)據(jù)庫營銷推廣中所取得的數(shù)據(jù)反饋,細(xì)化和重新定義了顧客類型,修正了模型。本次實(shí)驗(yàn)中取得的經(jīng)驗(yàn),也將在今后的工作中得以借鑒和保持。作者還指出了今后市場營銷的目標(biāo),利用不斷優(yōu)化的數(shù)據(jù)庫營銷運(yùn)營模型來幫助設(shè)計(jì)針對特定目標(biāo)顧客群的增值業(yè)務(wù)新產(chǎn)品。
[Abstract]:This paper takes Wenzhou Unicom as an example, after synthetically analyzing the situation of mobile communication market operation competition and the present situation that the marketing promotion target is too large, this paper puts forward the application of the theory of database marketing to the promotion of new products of value-added service. This paper briefly introduces the basic concepts and methods of database marketing, as well as the advantages of database marketing in the face of massive customers, and compares the current situation of database marketing at home and abroad. To illustrate the current mobile communications area using database marketing necessity. In establishing the market operation model of database marketing, the author adopts the statistical classification technology and the analytic hierarchy process (AHP), and makes use of the characteristics of AHP and the advantages of applying to database marketing. To help Wenzhou Unicom's "Xuan Ling" new products to find target customer groups. The author synthetically considered the characteristics of "dazzling bell" and the sensitivity of each type of customers to the characteristics, established an evaluation system, and compared several customer types of Wenzhou Unicom. Finally, some suggestions are put forward to the target customers of the marketing promotion of "Xuan Ling". In the actual marketing process of "dazzling bell", the author adopts the basic method of project management, and controls the marketing process from the aspects of project cycle, personnel, resources, cost and so on. A three-month marketing campaign aimed at the target customer base was launched. According to the characteristics of the target customer group, the media of the marketing and promotion campaign selected the most influential radio programs to the target, held a "dazzling bell" DIY competition, and assisted with the means of mass sending of terminal advertisements and targeted short messages. It has attracted more than 10,000 people to participate in the competition. During this period, more than 50,000 people have downloaded the songs of "dazzling bell" through the website, and more than 50,000 new users of the "dazzling bell" business have been added. Finally, using the data feedback obtained in the database marketing promotion, the customer type is refined and redefined, and the model is modified. The experience gained in this experiment will also be used for reference and maintained in future work. The author also points out the goal of marketing in the future, and makes use of the optimized database marketing operation model to help design new value-added products for specific target customer groups.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F626;F274

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本文編號：1854220