Sc Mobile Value-added Services Precision Marketing Research

Due to the three operator's competitions are getting intenser in the field of voice service after telecommunication industry revolution in 2008, the increase of voice sevice income will get harder than before. Since there are so many types of value added services, and the products upgrade very fast, so there are few competitons. Operators all take means of developing value added services to raise enterprise income, competition ability and customer value.This thesis takes means of many analytical methods and carrys out lots of data analyses and researches of current status of value added service marketing of SC Mobile; And it conducts evaluation and quantitative analyses on customer satisfaction and loyalty through a questionnaire survey; And it adopts SWOT means to analyze internal and external environment of value added service marketing of SC Mobile. Then it analyzes and summarizes five questions of value added service marketing of SC Mobile from customer segmentation, product policy, marketing planning, marketing publicity, marketing channels and marketing support system based on the above analyses. This thesis proposes precision marketing is very important to raise efficiency and effect of value added service marketing of SC Mobile, to increase customer satisfaction, to increase service income, and to retain SC Mobile's leading role in the market.This thesis adopts SDLC methodology of management information systems to carry out overall analysis of the precision marketing system of SC Mobile from system objectives, needs analysis and feasibility analysis on the base of study on cutomer segmentation and data mining technology about precision marketing and applications at home and abroad. Then it applies systems planning methodology of BSP and U/C matrix to design framework and subsystem function of the precision marketing system of SC Mobile. In order to carry out precision marketing toward standardization, it also presents process model of precision marketing. Finally, the author provides a detailed analysis of entire process of precision marketing by two cases of SC Mobile, and evaluates and verifies application values of precision marketing through comparative analysis.The achievement of this thesis will not only have guiding significance on transforming mass marketing into precision marketing of value added service of SC Mobile, but also make important reference significance and application value to other business carrying out precision marketing.