Database Marketing Strategy. T-applied Research

Database marketing is a new type of marketing increasingly adoptedby modern companies. As the application of computers and networktechnologies become commodities for almost any company nowadays, itis very common for companies to save large amounts of historical datarelated to its business activities, such as sales of products, and customerinformation. Many companies are beginning to implement databasemarketing. However, available literature on database marketing mainlyfocus on marketing theories and strategy formation, while the executionpart, especially when applied to specific industries, are seldom addressed.Very limited, if any, real-life cases are available for companies' references.On the basis of large amounts of investigation and practice, this paperattempts to explore and analyze the application of database marketing inthe telecom industry. Especially, this paper provides a description oftelemarketing activities of T Company, which can be a useful referencefor other companies in the industry.The first part of this paper gives a systematic review of the concept,domains, implementation process and application status of databasemarketing, which constitutes the theoretical base of T Company'sdatabase marketing practice. The second part of this paper gives anoverall description of the telecom industry in the perspective of databasemarketing application, including industry development status,competition landscape, characteristics of major players, trend of futuredevelopment, and level of database marketing application. The third partof this paper demonstrates that it is essential for T Company to adoptdatabase marketing, given the environment it is in and its own maturitylevel. The fourth part stresses operational aspects of database marketing;it describes the actual implementation of database marketing in TCompany, and analyzes the transformation of marketing systems andoperational activities of subsystems. The final part of this paper is asummary of experiences and suggestions related to database marketingapplication, which can be a useful source of advice and references fortelcos as well as companies in other industries.