Data Analysis For Applied Research, Hunan Mobile Precision Marketing

With the reforming of Chinese telecommunication Industry, the competitions in the telecom marketing become more drastic, and holding customers in the telecommunication operators become more and more intense. For adapting this competition, Chinese Mobile Communication Company has changed their stratagem from 2006; the "Expert of mobile communication" has been changed to "Expert of mobile information". They develop operations in all business and stress developing the value-added data services. For getting victory in this competition, telecommunication operators must occupy the market of the customers, at the same time; they must depress the cost in the market. How to recognize the customers of latency and how to choice the effective way of marketing will be the victorious key in the market competitions. The telecommunication industry is a typical data-intensive industry, which's business data containing a large number of valuable information to enterprises. The "Refined Marketing" based on the Data Mining technology can help the managers of telecommunication industry to find the needs of customers, analysis for the behavior of customers,evaluate customer's value, and then can help us to develop marketing strategies to meet the needs of individual customers.This paper is just in this background, simply describes the theory and technology about data mining and refined marketing, and analyzes the necessary of refined marketing and the recent strategy of refined marketing based on the actuality of Hunan MCC. At last, it gives a sample with deep mining and analyzing the network data and helps to do refined marketing in a value-added business service, "Buy tickets with Mobile". In this sample, with the application based on data mining network data in identifying customers, evaluating the business process and increasing the rate of buying, we know that the "refined Marketing" based on analyzing network data is an another extremely important tool for the telecom industry to enhance it's kernel competitiveness and it will play an important role in the telecom marketing.