Research On The Precision Marketing Strategy Of Data Flow Traffic In China Mobile Gansu Branch

With the construction of the 4G network,the intelligent terminal is popularized,and a variety of mobile Internet applications are constantly emerging,and the data flow has become the largest source of revenue for the telecom operators.However,in the process of transformation to data flow operation,telecom operators are facing the problem of surging traffic volume and slow income growth.Meanwhile,OTT service poses an alternative threat to traditional telecommunications industry,and the pipeline crisis is intensified.The traditional voice management mode has extensive problems,such as extensive price war,lack of personalization and many other problems.It lacks insight into the individual needs of customers,and can not adapt to the marketing needs of mobile Internet era.This paper selects the Gansu Mobile traffic management work as a research object,by market segmentation,4P/4C marketing,precision marketing,big data marketing theory,the integrated use of PEST and SWOT analysis tools,literature research,interviews and other research methods,combined with the internal operating data,the status of Gansu mobile traffic operators to conduct a comprehensive analysis,analysis of enterprise the internal and external situation and competition environment,compared to other competitors,find out the main problems and the competition gap between the operation flow.On this basis,we carry out customer segmentation and target location for Gansu mobile traffic management target market,then use big data technology to further mine customer flow preferences and use needs,and establish precise marketing customer labels.And then from the "consumer products" and "price cost","Channel-convenience","promotion of communication" four dimensions,with the flow of value management as the goal to develop precise marketing strategy of Gansu mobile traffic flow,through innovative products,expand to the charging mode,control system,build the flow rates online scene sales channels,do fine package marketing and strong application,realize the value flow.Finally,it is pointed out that the smooth implementation of Gansu mobile traffic operation precision marketing strategy needs to strengthen the transformation of enterprise organization structure,enhance the network pipeline capacity and improve the support service level,so as to ensure that the company has the advantage in competition.The purpose of this paper is to provide a reference for the smooth and sustainable development of Gansu Mobile.