A Research On X Company’s3G Value-added Service From The Angle Of Precision Marketing

In the background of the large-scale development of3G service in telecom market,XX telecommunication company as a renowned telecom supplier in western China setthe3G value-added service as the main target of the development of the company.However the traditional mass marketing model ’sprinkling huge numbers of huge net’can not meet the intense market competition and the demand from the rapiddevelopment of3G value-added business.’Precision marketing’ is the revolution of the thinking of marketing. In the core ofmarket segmentation by the way of data mining, it assists operators to accurately locatetarget market. The right customers are recommended by ’precision marketing’ withsuitable3G value-added services at the right time through appreciate channels. Thereduction of marketing cost and the strengthening of the core competitiveness of thecompany can be achieved.This paper begins with the analysis of the development of current3G value-addedservices and the application of ’precision marketing’ in the telecom industry. It discussesthe necessity and feasibility of the research in the3G value-added services from theangle of ’precision marketing’. Then it combines the industrial applications and analysesthe theory of ’precision marketing’. The concepts of ’precision marketing’,’marketsegmentation’, and ’data mining’ as well as the relationship between them are explained.And then it introduces the environment, current status, and problems of thedevelopment of3G value-added services from the point of ’precision marketing’. It alsodemonstrates the necessity of implementation of3G value-added services precisionmarketing for XX telecommunication company. Meanwhile the foundation of theimplementation of3G value-added services in XX city is explored. Finally, the theoryand practice are linked by establishing the ’precision marketing segmentation model’ forXX city. It conducts cluster analysis on consumer behaviours and recommends usefulsuggestions for the development of3G value-added services in XX city.The analysis of the environment, current status, and problems of the developmentof3G value-added services in XX city, as well as the exploration of the foundation of ’precision marketing’ can provide certain guiding significance on the formulation of thedevelopment strategy in the telecommunication industry of XX city at a later stage. The’precision marketing segmentation model’ established in this article is also of referencevalue for the implementation of ’precision marketing’ in different companies fromdifferent industries.