SC Telecom Precision Marketing Applications Research Based On Customer Insight

With restructuring of the telecom market in China, China Telecom has got3Glicense of CDMA2000，Meanwhile, China Mobile has acquired China Railcom so that ithas the qualification on fixed-line and broadband operation; A new China Unicom isestablished by the old one and China Netcom. Therefore, the campaign of3-player-onlyis basically formed in all business area. The domestic telecom market is limited and thecompetition between operators is becoming increasingly fierce. Everyone, in ChinaTelecom, has to confront with the challenges and questions about how to give full playto our advantages, consolidate and improve market share and expand income.Since China Telecom start to operate all business, there are two challenges: one isthe traditional mass marketing model becomes less effective to target accurately andexpand market share because various offerings and customers’ different demandscause advertising cost is high and weak pertinence. Another is along with the Internetpopularization, application of the electronic commerce development and consumptionability improvement from urban and rural, it’s getting more and more urgent about howto develop a new solution for enhancing the marketing among different channels andoffering products or service to different customers.By theoretical knowledge, the author gives a deep analysis to the trends of telecomindustry and comparison between competitors. He takes SC Telecom as an sample andanalyses and researches the Internet network advantage resources for its survival anddevelopment, integrating of its powerful CRM, billing system, customer service andbusiness support function to build a unified customer view. It bases on theimplementation of data mining and customer insight so that we can optimize theexisting products and services and precise our marketing activities and promotions.For detail executive, the author classifies the clients according with the lifecyclefrom access into the net to leave the net. The classification is divided to be acquisition,customers in the net, mature and decline. To different periods, by using differentmethods of data mining and customer insight module, he chooses the most proper timeand location and the ways, which customers will accept, to promote most suitable products and service according to the characteristics of clients.The’ Accurate Marketing Strategies and Measures for the Implementation based oncustomer insight’ in this article is significance and with a practical value to SC Telecomto enhance the marketing effect to all business operation and build the synthesiscompetitive capacity of enterprises. Meanwhile, it also provides the reference and valuein sue to other enterprises’ accurate marketing implementation.