The Research On The Color Ring Fine Marketing Strategy Of China Telecom Hunan Branch

China Telecom in the face of fierce market competition, put forward to change the role from a communications carrier to an integrated information service provider. Customized ringing tone service is the second value-added service following the message business, with income600million a year. However, problems are also increased:the user enters big greatly, high losing rate; the number of users remain stagnant; long time without changing the tone.The key to get a breakthrough development is to improve the user activity for customized ringing tone business. This paper aims to explore a fine marketing strategy for improving the user activity, through applying data mining, clustering analysis, association analysis method, channel selection, and SPSS methods and tools.First of all, tracing and analysis users various types of behavior can be achieved through using information from numbers of value-added business platform and management platform, such as ISMP, CRM, customized ringing tone center, SMS, MMS center,189mailbox, Tianyi video, WAP gateways and so on. Secondly, through analysis and screening, eliminate the invalid user data, applying a specialized data mining software--SPSS software system, analysis user information in various ways, include the normal analysis, cluster analysis and correlation analysis, the user preferences customized ringing tone type can be then found after clustering analysis to their common classification, and correlation analysis to the user’s messages and voice of correlative known behavior.Thirdly, variety of marketing channels have existed in current telecommunications, such as entities channels, social channels, electronic channels and so on, however, the length of the channels, and costs for the channels are different, not every channel suit the value-added business promotion, so preliminary analysis and selecting to these channel is necessary for determining suitable customized ringing tone marketing channels.At the final, the establishment of fine marketing platform, using the clustering analysis and association analysis results, target market to the aim user group, then tracking the effect of the marketing, verify the result of the user classification and correlation analysis, and also evaluate the study result.This article tends to propose practical solutions in the light of the current telecommunication operator adapting rough, inefficient promotion ways on customized ringing tone marketing, which is based on the company’s practice, at the same time, other current system problems are seek out, as the solution and initial tentative plan have been proposed as well.