The Analyse Of Precise Marketing System In Telecom Enterprises

China Telecom Industry has already gone through 10 years of reform and development, the basic form of "monopoly breaking and fair competition" has shaped, and now it is entering the era of pursuing marginal profit. The acquisition of marginal profit requires telecom operators'"intensive cultivation", to turn to provide integrated information service and expand a new field. Opening up new areas needs insight into little things and to be targeted. The customer-centered marketing concept has moved into the realm of precise marketing, that is how to increase marketing effectiveness. So each of the telecom decision-makers must face the baffled problem that how to implement precise marketing. With the development of the market, the marketing concept is not limited to the 4P, which means product, price, promotion and marketing channels. On the one hand, it begins to pay more attention to marketing techniques, such as marketing automation; on the other hand, companies must take into account not only the process of designation to innovation, but also the benefits, financial factors, and return in investment.Based on the capacity of data processing and information mining, data mining is widely applied in many industries. With the help of the mass data, telecom enterprises has been constructing data warehouse which can realize the data collection,store and integration within the scope of the entire enterprise. However, with the telecom customers and the amount of data increasing, the data warehouse will store more historical data. How to mine the potential rules in mass data becomes an urgent issue. Especially in the field of precise marketing, we are eager to apply data mining to support decision making.The customer-centered marketing has moved into the realm of precise marketing, which is focusing on increasing marketing effectiveness. This paper aims at the establishment of such an automated system, which can mine potential rules in the mass information stored in the enterprise application systems. Basing on the rules of customers segmentation, this system can monitor financial indicators to find out marketing opportunities and assess the effectiveness of marketing campaigns. In this way, the precise marketing management can be rooted in the ordinary business. It is a good means for the reasonable resource configuration and effective business control.