User Behavior Analysis Of Mobile Value-added Service Aimed At Precise Marketing

With the development of communication market, domestic major telecommunication operators have gained more experience in mobile value-added service operation. Mobile value-added service looms large during these years. The mobile value-added service has changed from extensive marketing to precise marketing. User behavior analysis and date mining become more and more important in the marketing. This article makes precise marketing of value-added service as springboard. It studies the character of user demand from the perspective of user behavior analysis and attribute label. It also discusses the method of building the user segmentation model and value-added service operation model. This article studies the popularization of user behavior analysis mode.Firstly, it goes deep into the user behavior using the telecom standard user model, in order to build the united view of user. Then it compares the date system of mobile value-added service and the united view of user, setting up the attribute label. After that, it builds the segmentation model for fourteen kinds of user on basis of human attributes. Moreover, it sets up the user experience life cycle model for coloring ring back tone service. In the end, using the above model, this article analyzes precise marketing of mobile value-added service.