| In January2009, China Mobile, China Unicom and China Telecom acquire3G licenses respectively issued by the Ministry of Industry and Information Technology, which marked China formally entered the3G era, and also marks a new era of mobile Internet comprehensive arrival. After three years of development, according to the relevant information, to the end of December2011, the scale of Chinese mobile netizens reached356million, Chinese mobile Internet market scale reached39.31billion yuan, an increase of97.5percent and2012growth rate will reach148.3%! These data mean that there shall be obvious growth trend of the demand for mobile Internet services in china in the near future. For China Mobile,which occupy an important position in the mobile Internet industry chain of China, how to exploit their marketing potential in the development trend of mobile Internet, and stabilize the advantage of existing market share, become an important issue.Precision marketing based on user access behavior and content from Chinese and overseas, this dissertation put emphasis on user preferences of content through mobile Internet access, precise marketing and marketing effectiveness assessment. First select the user WEB pages as the research objective to collect data of user’s access,to filter processing,and then use of web analysis, SVM algorithm and rule-based content classification to categorize user access content in order to obtain users’preference.Secondly through the SWOT analysis, statistical analysis,analyse the feasibility of China Mobile to enter the precision marketing in terms of user access content,and how the china mobile selects target customers by means of data mining, planning campaign in terms of target user access content and evaluates the precise marketing effectiveness assessment methods.Finally, this paper gives an outlook of precise marketing based on user access content to facilitate China Mobile to initiate precise marketing campaigns more accurate. |
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