Study On Data Traffic Consumption Of Small Towns In The Context Of Mobile Internet

The rapid development of mobile Internet brings not only an acceleration of information technology,but also a huge mobile Internet market.At present,mobile terminal becomes an important carrier of mobile interconnection,and it is an important platform to communicate and process information anytime and anywhere.As its core attribute,data traffic has become an important factor for various Internet enterprises to provide products and services.Therefore,the data flow and its traffic consumption are increasingly becoming more and more important in the academic world.A lot of attention.Compared with large cities,small cities and towns have their own unique cultural and geographical environment and consumer behavior characteristics.In the background of mobile Internet,the introduction of appropriate marketing schemes for small town users is the opportunity and challenge for the operators.Therefore,this article takes the small town users as the research object,studies the consumer behavior characteristics of different consumer types,and determines the consumer category,then analyzes the consumption behavior of the data flow,and excavates the real consumption intention,in order to provide the reference for the operators to realize the accurate marketing.Based on the current status of user traffic consumption in small towns,this paper classifications of consumer behavior characteristics,and on this basis,screening users with high value and high potential to carry out a preference research such as traffic,voice and other attributes,in order to provide different marketing suggestions for different types of mobile users.The main contents and innovations of this paper are as follows:This paper is divided into seven chapters.The first chapter expounds the research background,significance,research contents,research ideas and innovation deficiencies.The second chapter expounds the definition of mobile Internet,small towns and precision marketing,as well as the basic theories of consumer behavior theory and behavior mode.The third chapter analyzes the traffic consumption behavior,consumption characteristics,consumption effects and influencing factors of small town users.The fourth chapter categorization of small town users and feature portraits of four types of users.The fifth chapter divides four types of users into two types of users in the perspective of accurate marketing: high value,high potential users and users who do not belong to high value and high potential,and make a decision on the type of consumer consumption.The sixth chapter analyzes consumer behavior of precision marketing users based on the choice of experimental model.The seventh chapter expresses the key development direction of precision marketing for high value and high potential users in the future.The innovation points of this paper are:(1)innovation of consumption behavior pattern: the traditional consumption behavior model is used in the mobile internet background to make a comprehensive application,to highlight the diversification and complexity,to enrich,supplement and improve the consumption behavior theory;(2)innovation of the research method of consumption behavior: This paper introduces random forest algorithm and selection experiment model,and uses its utility analysis,relative importance analysis and payment intention analysis for accurate marketing users to provide decision-making basis for accurate marketing of data flow.(3)the innovation of the operator's decision-making process: This paper constructs a set of research process which is integrated with the status analysis,customer classification analysis,customer prediction analysis and customer preference analysis,which provides a complete marketing plan for the big Internet operators to seize the market.(4)the innovation of the research dimension: This paper selects the small towns as the research area,which is different from the previous research on the big cities,not only to meet the needs of the small town users,but also to provide the operators with different marketing accurately and scientifically,and increase the dimension of the research area,so that the operators have no corner of the market.The shortcomings of this paper are as follows:(1)the research level and the restriction of the research environment make the research on the consumption behavior more macroscopic;(2)the selection of the clustering subdivision attribute of the user and the standard of the data of the random forest training set and the data of the test set have some limitations,which need to be perfected and perfected.The deficiency of this article points out that we need to strengthen and learn in the future work.Based on the key words of users and data flow in small towns,this paper systematically studies the current situation of the consumption behavior of the mobile users in small towns,the user characteristics of different types of consumption,the classification and determination of the users of precise marketing types,and the analysis of their attributes,preferences and willingness to pay for the rich consumer behavior in the case of XJ county.It has important theoretical and practical significance to help operators to control the market without dead ends and provide precise marketing reference strategy.