Research On The Personal Data Business’s Marketing Strategy Of XiangTan Mobile Based On Data Mining

After3G license issuance and the completion of the telecom industry restructuring, mobile data business has maintained a momentum of rapid growth. Especially in the last two years, the traditional voice business is becoming more and more saturated and the three operators committed to strengthening the construction of3G network. Correspondingly, the competition of the mobile data business is becoming more and more fierce. As a value-added service, mobile data services gets rapid development under competition and the diversification of user requirements begin to appear. This requires operators to pay more attention to market segmentation, and make different marketing strategies for different business.This article takes the Hunan mobile Xiangtan branch as the research object and uses the marketing theories, the SWOT tools, the data mining theory to research the marketing strategy of mobile data business.Firstly this paper introduces the theories of market segmentation, the SWOT and the data mining. Secondly, the article analyzes the marketing present situation of Xiangtan mobile and sums up its marketing problem. Then, it studies on GPRS item of Xiangtan mobile by using data mining technology. It outputs the data mining results, and descripts consumers behavioral characteristic through the data further. Finally, this paper proposes the marketing strategies of each group.