Applied Research, Database Marketing In The Mobile Communications Market Operations

After integrated analyzing of the marketing competition in mobile communication area at present, this paper brings the theory of Date Base Marketing (DBM) into the extending of new service products in Wenzhou China Unicom.This paper introduces the basal theory of Date Base Marketing and its advantage being used to a mass of customers. Balanced the activity in and out of China, the DBM theory becomes more and more important in mobile communication area. The author uses sort technology of statistic theory and Analytical Hierarchy Process (AHP) to set up a module of marketing strategy. This module helps Wenzhou China Unicom focusing on the target costumers of Coloring Ring Back Tone (CRBT) according to the characters of products and costumers. And by using it to compare all the types, this paper gives a suggestion about the target costumers.By controlling in project circle/person/resource/cost and so on, the author makes a marketing activity which lasts three months for the target costumers. According to characters of these target costumers the marketing activity includes a CRBT DIY game, other terminal advertisement and short message sending group. More than one million people join this game and over five million people download CRBT songs from the web. Per all these promotion make a good effect the CRBT users are increased to five million after the marketing activity.Getting the data feedback in the marketing popularize of CBRT the author does a particular analysis and redefines the tapes of customers to modify the module. All the experience will be applied to the working in the future. After now the target of marketing strategy the author pointes in the last chapter is to designing the new service product by using the continuous optimizing DBM marketing module.