Research On Data-warehouse-based Support Plateform For Targeted Marketing Of China Telecom

Telecom restructuring in 2008 broke the monopoly. The telecom operators shift marketing model from extensive marketing to targeted marketing. Targeted marketing needs to use comprehensive analysis based on data warehouse to get customer behavior characteristics and carry out targeted marketing activities for enhancing customer value.This thesis describes important support role of Hubei Telecom data warehouse for targeted marketing, the building of Hubei Telecom targeted marketing support, as well as implementation of specific applications. Firstly the thesis elaborates the building process of Hubei Telecom data warehouse and the definition and objectives of targeted marketing. Then the thesis analyzes the relationship between data warehouse and targeted marketing in architecture, and the closed-loop process of customer understanding, marketing planning, marketing execution and evaluation of in Hubei Telecom targeted marketing, elaborates targeted system function framework, implementation principles and strategies. Lastly through two representative examples, the thesis analyzes the the full range of implementation process of targeted marketing activities.The thesis provides a enlighten case in designing, implementing and utilizing of telecom targeted marketing, especial about the utilizing of data warehouse, and the conclusion is helpful for targeted marketing designing in other industry.