A Study On The Precise Marketing In ZJG Branch Of Jiangsu Mobile Communication Corporation

Since 2008,three mobile communication operators in our country have entered the era of full service operation,and the competition in the mobile communication industry is becoming increasingly fierce.In recent years,population growth is slowing down and our country further requires operators to improve network speed and reduce fees,leading to the increasingly difficult business development of operators.How to obtain long-term stable income in the fierce market competition environment is a difficult problem to all operators.This paper suggests that communication operators should take the maintenance of existing customers as the primary task and provide high-value services to existing users through the precision marketing system.Only in this way,we can improve the ARPU of customers and increase the stickiness of customers.This paper first introduces the current business status of China mobile,meanwhile,briefly expounds the relevant theories of precision marketing and machine learning,and summarizes the application of communication operators at home and abroad.Secondly,this paper introduces the current marketing model of ZJG mobile corporation in detail,and summarizes the existing problems in marketing management.According to the existing problems in marketing management,the author puts forward the improvement strategy of precision marketing,that is,the company is recommended to adopt the "user-centered" 3P3 C marketing model.Thirdly,this paper takes the improvement of China mobile’s income as the starting point,lays emphasis on analyzing the two major factors affecting the income,which are the APRU and the net increment of subscriber.At the same time,this paper also analyze the status of these two indicators and the development trend.There are both qualitative analysis and quantitative analysis.After that,based on these results of the analysis on the two indicators,we obtained the application direction of machine learning on the precise marketing,which are the prediction on the loss of users,user value enhancement.Then,according to the CRISP-DM data mining standards,some data mining algorithms such as decision tree,SVM and association rules are adopted to build the data model.what’s the purpose is to predict the loss of user and find cross-selling rules of the content product.At the same time,the modeling results are explained and evaluated.Finally,based on the results of data mining model and the author’s working experience in ZJG mobile Corporation,the paper puts forward some proposals for improvement of data operation and some safeguards of precise marketing,helping the front-line operation managers through all marketing channel coordination and targeted closed-loop marketing strategy.