电信客户社交网络分析方法与营销应用探讨

社交网络成为推动移动互联网迅猛发展的生力军,人与人的交往数据越来越集中,随着数据条件的成熟,社交网络分析迅速成为一个新兴的跨学科的专业研究方向。电信网络原本就是一个巨大的社交网络,电信企业如何才能让社交网络分析成为企业认识刻画客户的利器,并用之于客户关系管理和市场营销决策管理支撑呢?本文首先在对社交网络分析的概念界定、方法及发展趋势作简单介绍的基础上,探讨研究电信客户社交网络分析模型的意义;然后在界定社交网络分析的目标和对象,区别社交网络分析与传统分析方法之不同的基础上,探讨基于通话详单记录,电信企业建立社交网络分析的模型方法;最后,对电信企业如何应用电信客户社交网络分析结果提出了两方面建议。

Telecom Customers Social Network Analysis Method and Marketing Application

Social networks become the first great impetus to promote the rapid development of the mobile internet,the data is more concentrated,and the condition of the data analysis is more mature,social network analysis quickly become a new interdisciplinary professional research direction.Telecommunications network is a great social network,how can telecom enterprise do,to make social network analysis help the enterprise have better understanding of the customers in customer relationship management and marketing decision-making and management support? In this paper,a social network analysis of definition,method and the development trend are briefly discussed,then the goal and the object of telecom customers social network analysis and the difference between social network analysis method and traditional analysis method are defined,the model of telecom customers social network analysis is established.Finally,this paper puts forward suggestions on how to use the result of telecom customers social network analysis in customer relationship management and marketing decision-making and management support.