Research On Precision Marketing Of The Value-added Service Of Liaoning Telecom

With the further development of mobile internet, telecom value-added has become an important source of income for corporate growth, development of value-added services are one of effective measures of telecommunications companies adjust their business structure, optimize the revenue structure and reduce business risk. Therefore, how to promote the effective development of value-added services and improve effectiveness of value-added services marketing activities is an important issue which the telecommunications must face, but also a difficult problem which telecommunications companies urgently need to solve in the marketing process.This paper is based on the Liaoning telecommunication company existing value-added service products marketing situation, combined with its own characteristics and existing problem in the value-added business marketing activities, using data mining technology, customer segmentation and precise marketing and other related theory, discusses the Liaoning telecom value-added services of precision marketing model to promote the effective development of value-added business.This paper reviews the literature on customer segmentation, precision marketing, review and other related theories, and introduces research methods and ideas in this thesis, analyses Liaoning telecommunication company value-added business situation, existing problems and the necessary of implementing value-added services precise marketing. We recommends Liaoning telecommunication company, through Liaoning telecom customer behavior data analysis, using data mining technology to construct a precise marketing customer segmentation model, and according to the customer’s consumption demand, consumption characteristics of the different needs of customers to make accurate characteristics of marketing strategy, to provide diversified products, packages and services.Finally, this paper expounds and analyses the case of various common marketing strategies, illustrates the effect of value-added service of precise marketing through the precise marketing case and prospect for future planning.