基于移动通信客户行为分析的精确营销策略研究

随着全业务和3G运营的发展,粗放式的营销方式已明显滞后于电信市场的发展。将精细化营销、数据挖掘等营销管理理念和智能计算方法运用到电信产品营销中,提出了基于移动通信客户行为分析的精确营销策略模型。本模型依据客户行为分别建立客户价值模型、客户粘性模型、客户异动模型和客户需求鉴别模型,利用4个模型构建营销矩阵,实现客户群细分,针对不同客户实施不同保有和营销策略并对模型实施应用评估。精确营销策略能够为营销队伍提供常规化营销支持服务,提升企业市场竞争力。

Refined marketing strategy research based on customer behavior analysis of mobile communications

With the development of the whole business and 3G operators,extensive marketing has significantly lagged behind in the development of the telecommunications market.The refined marketing,data mining,marketing management concepts and intelligent computing methods applied to the marketing of telecommunications products,refined marketing strategy research based on customer behavior analysis of mobile communications was build.This model based on customer behavior,build customer value model,customer stickiness model,the client transaction model and customer demand discrimination model,the four models build a marketing matrix,in order to achieve customer segments for different customers,a different retention or marketing strategies were implemented for different customers,then the model of implementation are assessed.Precise marketing strategy for the marketing team could provide regular marketing support services and enhance the market competitiveness of enterprises.