A Study Of Precision Marketing Of CSMCC Based On Movie Tickets Marketing

With rapid development of mobile technology, precision marketing based on wireless network has become a new trend of development and field of study. This thesis is based on marketing experience and development of CHANGSHA CMCC, in which precision marketing is explored and studied in mobile communication field, thinking way and actual practice of precision marketing in data service marketing field are explored and studied.In this thesis, a solution for purchasing movie tickets via mobiles is given based on analysis of current situation of purchasing movie tickets business in ChangSha MCC. And WANDA theatre is selected as a trial to illustrate how to design the logical framework of purchasing movie tickets via mobiles.In the trail, firstly to identify the real target audience group of target theater(WANDA Theater) and analyze their distribution to build an initial audience file so as to help CSMCC to understand the distribution and all kinds of features of target audience. Then by analyzing the features of the moving, association and purchasing movie ticket behavior, form the base of modeling behavior features of the target audience to help CSMCC to understand features of target audience group. In stage of analyzing critical factors affecting mobile users, we identify all subscribers purchasing movie ticket and analyze behavior pattern, establish an index of classified users operation, conduct association analysis with actual user data to help CSMCC analyze problems in process of purchasing movie ticket, thus raise corresponding advice for improvement to promote sale of mobile users. The response rate for call center/SMS increased by 308% after trail complete in the range of WANGDA.This study provides guidance to other projects in marketing of mobile electronic commerce, gives new perspectives to projects in precision marketing in different fields and different lines. At last, application of this project in large scales is further discussed is so as to give a useful reference to constant innovation in such kind of working field.