Research On The Precision Marketing Strategy Of International Telecommunications Services Under The Background Of Big Data

In the past 20 years,the competition in telecom operators has gradually increased,many Internet companies,system integrators and traditional dealers joined the competition,telecom operators' profits and ARPU is facing a huge challenge.From the perspective of market expansion,telecom operators must seek new business growth point.The international telecommunications services brings new opportunities for Telecom operators.2016,the number of Chinese Inbound Tourism 138 million passengers,an increase of 3.8%,of which foreign arrivals of 28 million 142 thousand passengers,an increase of 8.3%.If we can provide high-quality telecommunications services to these customers,will greatly enhance the turnover of telecom operators.Therefore,telecom operators in particular to provide international telecommunications services for immigrants.International roaming service refers to the telecommunication enterprises in China and other countries and regions of the GSM(2G)/WCDMA(3G)/LTE(4G)operators signed a bilateral roaming agreement,foreign user entry,you can keep in touch with foreign service through roaming network contacts.Withthedeepening of economic globalization,the structure of the telecommunications business is gradually adjusted,and the proportion of the income of the international telecommunications services in the telecom business revenue has increased year by year.The characteristics of international telecommunications services is across countries or regions(across languages and across two time zones),or more than two telecom companies(there are third party / resources),so the international telecommunications services product development,packaging,management and improvement on diverse and unpredictable.But most of the international customers are high-end people,they are very high quality of service requirements.Therefore,the establishment of precision marketing system based on big data is put on the agenda of the major operators.In this paper,based on this background,the paper studies the precision marketing of the international telecommunications services,which focuses on the subdivision of the international telecommunication customers of telecom services and the precise marketing.In order to carry out the research,this paper first analyzes the current situation of the international telecommunication service marketing.Secondly,the users of international telecommunications services data of Sichuan Unicom based on cluster analysis based on the idea of customer segmentation of international telecommunication,and international telecommunication services clients into business people,the resident people,people travel to visit relatives in three categories.Finally,this paper analyzes the differences between the different segments of the customer groups in the three dimensions of perceived value,and puts forward the marketing strategies for different customer groups.The main contribution of this paper is combined with the actual needs of international telecommunication services,the data mining algorithm is applied to the customer segmentation,and set a targeted marketing strategy,mining international telecommunication market,for telecom operators to provide decision-making reference for design of international telecommunication business process.