Precision Marketing Of 3G Value Added Service Product Based On Data Mining

In 2008, china's telecommunication industry went into 3G time, after telecommunication industry's restructuring and 3G license tag issuing. The mobile communication products base on rapid mobile wideband technology, and provide a great lot value added service product. The needs of individual customers increasingly stand out. The past extensive marketing is so simple that it lacks competitive power, and isn't fit for 3G marketing.The telecommunication industry is a typical data—intensive industry, which h as business data containing a large number of valuable information to enterprise s. After years of development, the focus of research in the data mining technol ogy is being applied to various fields. The precision marketing based on the dat a mining technology can help us find the needs of customers, analysis of custom er's behavior, evaluate customer's value, and help us develop marketing strategie s to meet the needs of individual customers.In this paper, firstly analyzing of the developing status of China's telecom m arketing, we pose that developing value added service energetically is the road o f increasing the competitive power of the telecom enterprise, then based on the r elevant knowledge of consumer behavior analysis,data mining,market segmentat ion and IMC, we research data mining technology's applications in the research of value added service consumer behavior analysis. Taking the example of ZB U nicom, we discuss the specific process of customer segmentation and cross-sellin g based on data mining. The focus of state is analysis customer data in the data base based on the methods of cluster and association rule respectively, structure customer segmentation model and cross-selling model for value added service, an d support for value added service marketing. Especially to deserve to be mention ed, IMC run through this process.This thesis of precision marking based on data mining is important to raise e fficient and effect of ZB Unicom value added service marketing, increase custom er satisfaction, increase service income, increase the customer's ARPU, and incre ase the core competitive power.The marketing theory analysis, data mining analysis and the marketing applic ations in this paper have directive significance to the development of ZB Unico m value added service from the past extensive marketing to the precision market ing, and have positive application value for other types enterprise developing pre cision marketing.