The Development Of A Target Marketing System In Telecom Industry

With the progressive liberalization of the telecommunications market and the coming of the 3G era, competition between carriers is becoming more intensive. In order to take the dominant role and get bigger market share, telecommunications operators have stepped up marketing efforts and ideas, with step-by-step from enterprises product-centric to a customer-centric transformation, marketing concepts from the extensive marketing mode into proactive mode of marketing. Through targeted marketing to increase their market share, the operator use DataMining system to insight the customer character, operator can use DataMining system to segment the customer and sale the product to the customer, today,more operators need to bulid the targeted marketing system. I am the light of actual issues, studied the work of carriers marketing characteristics of the current carriers and the limitations of marketing efforts with the Chinese province of common carriers to the targeted marketing system design, to bulid the DataMing model and the system functions, and related technical issues carried out to achieve. Specific work completed as follows:Firstly, the current marketing efforts of the telecommunications industry is discussed, targeted the development, analysis of the domestic telecom operators to develop targeted marketing trends, as well as telecom operators to carry out targeted marketing efforts on the demand for information technology.And then, we discussed the system architecture design, and on the main Data Warehouse DataMining Workflow technology is described and analyzed. In the chapter three we describe how to use workflow engine to solve the problem of the information can not flow and manage the order is so difficult.In the chapter four we use the real data via the Decision Tree model and K-MEANS model predict the response of customers and segment the customers,to solve the problem of telecom operator that can not find right target customers and segment the customers.Follow-up chapters in the light of the actual subject content, a detailed description of Marketing Executive sub-systems, marketing, evaluation of the four main subsystems Subsystem Design difficult point, as well as customer segment model and customer predict model, based on the operation flow describe system order flow. Finally, according to telecom operators province's specific circumstances, described the province carriers targeted marketing system and the implementation of the effect of the implementation process.