Design And Implementation Of Guyuan Telecommunications Decision System Based On CRM

In the face of the increasingly fierce competitive environment of customer-centricity,the core capital of the enterprise-the customer has received unprecedented attention.Customer relationship management,which arises at the historic moment,has also aroused extensive research in the enterprise and academia.China Telecommunications invested a lot of money to implement customer relationship management system,uses effective methods and tools for customer information in-depth analysis and mining,make use of knowledge mining,knowledge discovery and other technical analysis,mining in the customer demand chain in the potential behavior and events,as much as possible to get a complete customer information,in order to achieve customer retention,customer development and effectively tap the potential customers of the ultimate goal.With the continuous development of mobile Internet,consumer spending habits and consumer demand has been quietly changed,expanded from the past simple voice consumer communications to the field of information consumption,and the demand for information consumption is increasing.While the current consumer demand for information showing a diversified,personalized and other obvious features,therefore,China Telecommunications needs to provide a wide range of value-added business products to meet customer demand for different information consumption,thereby enhancing the competitiveness of enterprises to differentiate and enhance customer stickiness.In order to solve these problems,this thesis introduces the data mining model to enhance the ability of value-added service marketing for target customers,and builds a value-added marketing system based on IT support to realize the transformation of value-added service marketing model.The main contents are:(1)The establishment of value-added business targeted marketing work system,standardize the division of labor,business processes,functional requirements,to achieve value-added business-targeted marketing in customer understanding,marketing planning,experience marketing,formal marketing,evaluation of the whole process of management,process control,the results can be assessed,the effect can be assessed.(2)The establishment of value-added business targeted marketing data mining model screening target customers,reduce marketing costs and improve marketing success rate.(3)The establishment of value-added business-oriented marketing channels for collaborative operation and incentive assessment mechanism to carry out multi-channel marketing,value-added services to promote large-scale development.(4)With value-added business-targeted marketing IT support capabilities,including at least:a)Complete the data preparation,the establishment of value-added business data marts,and cooperate with the business sector to deploy the relevant product data mining model;b)To achieve collaborative,efficient channel push,support multi-channel marketing;c)To achieve rapid acceptance and a key to open,strengthen business guidance,and enhance value-added business-oriented marketing,real-time acceptance of opening capacity;d)Support the secondary marketing and multi-wave marketing;e)To provide marketing channels to stimulate the assessment and evaluation of marketing effectiveness.