發(fā)布時(shí)間：2018-10-12 17:15

【摘要】：現(xiàn)代生活中,電信寬帶已成為一個(gè)極其重要的組成部分,自從國(guó)家開放電信寬帶市場(chǎng)之后,電信運(yùn)營(yíng)商公司之間的市場(chǎng)份額之爭(zhēng)越來(lái)越激烈。為了在寬帶市場(chǎng)上爭(zhēng)取到更多的主動(dòng)權(quán),電信運(yùn)營(yíng)商公司這些年都在不斷地加大營(yíng)銷的力度,豐富各自的營(yíng)銷措施,給出消費(fèi)者更大的優(yōu)惠力度,但是同時(shí)也應(yīng)該快速實(shí)現(xiàn)以客戶數(shù)據(jù)為中心的發(fā)展模式,建立起寬帶針對(duì)性營(yíng)銷系統(tǒng)模型�，F(xiàn)今的大數(shù)據(jù)挖掘技術(shù)的發(fā)展,則為其提供了技術(shù)的支撐。目前,中國(guó)電信客戶細(xì)分的方法主要是根據(jù)經(jīng)驗(yàn)或者簡(jiǎn)單的統(tǒng)計(jì),客戶和企業(yè)之間沒(méi)有真正的連接,還不能滿足寬帶業(yè)務(wù)發(fā)展的需要。本文從電信運(yùn)營(yíng)商的市場(chǎng)環(huán)境與發(fā)展現(xiàn)狀的角度來(lái)看,指出了目前電信企業(yè)的管理客戶關(guān)系方面的工作依舊存在著很多的問(wèn)題。從數(shù)據(jù)挖掘理論的角度,詳細(xì)地分析了電信寬帶客戶的目標(biāo)營(yíng)銷體系構(gòu)建。論文先是說(shuō)明了數(shù)據(jù)挖掘技術(shù)在現(xiàn)代社會(huì)中的意義與運(yùn)用情況,論述了在電信行業(yè)中客戶細(xì)分的重要性,設(shè)計(jì)了新的客戶細(xì)分的模型,對(duì)決策樹算法提出優(yōu)化方案,完成寬帶客戶精準(zhǔn)營(yíng)銷系統(tǒng)需求分析,基于優(yōu)化后的決策樹方案在挖掘工具軟件上挖掘江蘇電信的客戶數(shù)據(jù),實(shí)現(xiàn)客戶群體細(xì)分。根據(jù)以上細(xì)分后的客戶群體特征,設(shè)計(jì)并制定具有針對(duì)性的寬帶營(yíng)銷方案,以提高客戶的信任度。研究結(jié)果表明:通過(guò)營(yíng)銷系統(tǒng)的設(shè)計(jì)和功能模塊進(jìn)行了詳盡分析,并對(duì)比系統(tǒng)實(shí)現(xiàn)前后的電信寬帶客戶數(shù)據(jù),驗(yàn)證了該系統(tǒng)的有效性與實(shí)用性,為提高企業(yè)的市場(chǎng)份額具有一定的現(xiàn)實(shí)意義。
[Abstract]:In modern life, telecom broadband has become an extremely important part. Since the country opened up the telecommunications broadband market, the competition of market share among telecom operators has become more and more fierce. In order to gain more initiative in the broadband market, telecom operators have been continuously increasing their marketing efforts over the years, enriching their own marketing measures and giving consumers greater incentives. But at the same time, we should realize the development model of customer data center and establish the model of broadband targeted marketing system. The development of big data's mining technology now provides the technical support for it. At present, the method of customer segmentation of China Telecom is mainly based on experience or simple statistics, there is no real connection between customers and enterprises, which can not meet the needs of the development of broadband services. From the point of view of the market environment and the development of telecom operators, this paper points out that there are still many problems in the management of customer relations. From the angle of data mining theory, the target marketing system of telecom broadband customer is analyzed in detail. This paper first explains the significance and application of data mining technology in modern society, discusses the importance of customer segmentation in telecommunication industry, designs a new model of customer segmentation, and proposes an optimization scheme for decision tree algorithm. The requirement analysis of broadband customer precision marketing system is completed. Based on the optimized decision tree scheme, the customer data of Jiangsu Telecom is mined on the mining tool software to realize customer group segmentation. According to the characteristics of customer group, a targeted broadband marketing scheme is designed to improve customer trust. The research results show that the design and function module of the marketing system are analyzed in detail, and the validity and practicability of the system are verified by comparing the telecom broadband customer data before and after the realization of the system. In order to improve the market share of enterprises has a certain practical significance.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TP311.13;TP311.52

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