Research On The Application Of Database Marketing In LT Telecom Company

Since the reformation in the 1990s, China's telecom industry has been developing rapidly. With the extreme development of China Unicom, China Mobile and China Netcom Personal Handphone System in the mobile telecom market, the"Three Kingdoms"pattern has been established due to their rapid expansion in the recent few years. To stabilize or break the market rate, the operators must face the present situation in the telecom market: the price space is smaller and smaller, price elasticity is weaker and weaker; the market of the remaining sum of customers has become the key factor of the competition of the mobile telecom market; the function of channel of distribution becomes smaller, but it cost more and is harder to manage; customer's constancy of faith becomes lower and department from the net is keeping a growth rate. As the Zhengzhou branch of a certain telecom operator, in the face of new competition situation and market pattern, it is essential for LT Communication Company to find out a new marketing mode to solve the problem of developing the market of the remaining sum of customers.The research content of this paper is to solve LT Communication Company's problem of developing the market of the remaining sum of customers with data base marketing. The main research methods are actual-example analysis and part-experiment with the guidance of newly sprouted market management idea. I try to search and found the data base marketing system and work mode that accord with the actual condition of LT Company and the market situation, and enhance its competitive power in the market. In details, by the research and discussion of theory about data base marketing, to find the key point of data base marketing; by the analysis of telecom industry, according to the current work condition, China's telecom industry has both the qualification and the requirement to develop data base marketing. According to LT Company's data base marketing system, I finally get the way to develop the target customers, that is to change data into available information by data excavation means, such as extracting, accomplishing and using data. After getting the process information, develop the target customers by phone, meanwhile, follow the procedures of data marketing, manage and control the data well . At last, accomplish the development of the market of LT Company's remaining sum of customers and change its customers'structure by operative application of data base marketing. Meanwhile, all the other operators of China's telecom industry can use LT Company's data base operation mode for reference.