Jiangsu Unicom's Business Support For Precision Marketing System

China Unicom in Jang Su branch's development had been stuck since year of 2005. The symptom of profit declining can be described as customer losing by frequently in and out, profit increasing slowing, and major cost dramatically goes high. For current market that is nearly saturated, the market will enter the age of customer remnant competition. By facing the challenge of multiplying, leveling and customizing from customer. Base on customer information, customer value and behaviors, the precise marketing promotion concept called as data analysis based had been highly recognized by those major telecom firms. They put on many investments on the field of data analysis research and practical experiment.The precision marketing also called as intelligent marketing, which is occurred by the background of information technology development. For China Unicom in Jiang Su, the precision marketing must depends on business supporting system. The supporting system for actual can be called as the system of CRM (Customer Relationship Management)+BI (Business Intelligence). BI system is the frame structure and "brain" for precision marketing. BI system uses for scenario analyzing, identify the goals, and provide the decision making support. CRM integrated procedures, information and channel to be able to provide sales services for customer. The integration and interaction between the system of BI and CRM are the process for precision marketing.The article aims to analyze Jiang Su marketing strategy as well as its business supporting system and issues. Also by integrating the latest marketing theory combining with business supporting system, it will support the research achievement for precision marketing. The proposal for precision marketing builds up in Jiang Su China Unicom:(1) Enhance BI system both in analyzing and appraisal capability for products and customer. (2) Address on product management and O&M management. (3) Customer oriented for business optimization and process to enhance system sales skills. And emphasis on product management system, CRM system improvement for detail design analysis. Thus, all the facts will turn into system functionalities, as well as productivity.