Research And Application Of Telecommunications Targeted Marketing Model

Before targeted marketing, corporate marketing strategy is based on the enterprises product-centric marketing activities to distinguish and limit the object of marketing activities, for the majority of the public customer market and business market. With the graduation of enterprises from product-centric marketing model transformation to customer-centric marketing model, the telecommunications company’s marketing change from a more extensive marketing to targeted marketing.Targeted marketing to segment customers according to the customers of consumer demand, consumer characteristics for different demand characteristics of the customer base, to provide differentiated products, packages or services, the marketing process.This article comes from the targeted marketing of a telecommunications system of the person involved in the project. In the thesis process, based on the CRISP-DM cross-industry data mining process approach, the PDMA modeling methodology, the BTME thematic methodology, research and learning of all kinds of mining modeling techniques, characteristics of customer behavior through the analysis of the telecommunications industry, a telecommunications company marketing implementation process as an example, telecommunications targeted marketing model based on data mining technology and applications. The paper first describes the concept of targeted marketing in the telecommunications industry, and research and analysis for the behavioral characteristics of the telecommunications customers with targeted marketing and practice characteristics as a basis for planning and design of telecommunications targeted marketing summarized telecommunications targeted marketing data mart model, and use of data mining technology to build targeted marketing data mining model, and finally landing by a pilot local network organizations, were discussed and verification; after effects and benefits in the practice of local network.This study targeted marketing model has been put into actual production of telecom marketing, combined with targeted marketing support, comprehensive and effective to enhance the marketing ability and efficiency of the telecommunications company, get a good project and investment income.