Customer Data Mining And Insight Driven Marketing Research Of Gansu Telecom

Along with the Telecom Industry's competition intensifying, China telecom which as a single fixed-line telecom operators is facing a harder situation,because of the continuous development of the Mobile communication technology,there are many problems faced by the whole matket,such as the traditional call service quickly churn,decrease of ARPU value, no increase in revenue for increment and slowing in increase rate, etc.The product and quality turns phenomenon more and more seriously,the mobile company uses the voice service terminal and the general trend of wireless and launch the price deduction strategies in order to contention limited market share continuously. On the other hand, customers' consciousness of serving are promoted unceasingly, the need cost of the customers for the traditional business also compresses day by day, and more and more the synthesis information service is demanded, these require the telecommunication company to unearth the user's needs information thoroughly, the refinement client base, carries on the fine refinement and the variation service and the marketing using the insight method. Thus it can be seen, facing the new market competition pattern and the customer new demand, must maintain enterprise's health sustained development, our tradition opens the door business, waited for the customer visits on own initiative the marketing pattern already could not adapt the new market demand, must establish a set "take the customer as the center" new marketing system. The paper has used the research technique which the theory practice unifies, first has analyzed the overall telecommunication market; Unifies internal and external environmental variation which Gansu telecommunication faces, thus analyzes must establish newly, adapts the market competition marketing system's necessity. The paper from may through the flow optimization, between the straightening out client base and channel's correspondence, the actuation relations, provides KPI and the channel management, carries on the monitoring and the appraisal to channel's achievements performance, provides the channel management guiding principle, carries on the management to between channel's conflict. The optimized marketing flow and the responsibility, optimize the Gansu telecommunication three structures crosswise and the longitudinal marketing flow and the responsibility, makes the marketing operation to be more effective; Provides the market marketing method, through the impetus insight actuation's market marketing (IDM) method, is had the market marketing the effect; Unearths the user's needs information, after establishing the new marketing system, through with the marketing campaign related operation flow model frame union, according to each work flow, only then may get up other ability support element conformity, promoted Chinese telecommunication aspects and so on marketing ability to carry on the proof comprehensively. The result of paper analytical study indicated that Gansu telecommunication should in the excavation user's needs information foundation, the utilization suit the current situation to see clearly the marketing method, the promotion enterprise's value, in the reserve capacity market's foundation, develops the new market, thus promotes enterprise's competitive power comprehensively.