Research On The Theories And Applications Of Precise Marketing For Data Plan Of Shihezi Telecom

Since January2008, the Ministry of Industry and Information Technology issues three3G licenses, TD-SCDMA, WCDMA, CDMA2000, to China Mobile, China Unicom and China Telecom, which marks that the third generation mobile communication system has officially come into operation, and China has entered into3G era. Commercial trial of3G services are launched successively by mobile communication operators, meanwhile3G network constructions are conducting in full swing all over the country.The widely use of3G system provides its users a data network with higher transfer rate, therefore the use of high-flow business, such as video, become more easier.3G also brings all kinds of personalized value-added services based on mobile internet. Because the basic telecommunications services market is saturated gradually, the value-added and data services based on3G mobile communication system, undoubtedly represents the future direction of telecommunication industry. All the operators around the world are trying to tap into this new growth point. Meeting users’mobile internet demand is taken by the industry giants as a magic weapon for holding the future leading position of this industry. But, current situation is there are still objective problems for users to fully accept3G services. For example, users are more accustomed to the previous charging way, by the length of time. They always feel the applications are far from their own needs, and user perception and experience need to be improved. A lot of reasons cause these problems, but lack of precision marketing model is one of the main reasons.A more competitive market environment requires more efficient marketing methods. Precision marketing, originated from the western world, is an advanced marketing management concept and also a scientific marketing method. Many famous enterprises in the world are its beneficiaries. With the increasing maturity of market environment and technical means, precision marketing are accepted gradually by domestic communication enterprises. In 3G era, precision marketing helps to target customer more accurately, to control cost more effectively, and to divide market mare narrowly. It is repeatedly proved by various communications enterprises in their constant practice that precision marketing has a multiplier effect in marketing activities.This paper summarizes a marketing method for3G Data Plan based on precision marketing concept and Shihezi Telecommunication Company’s current marketing situation. During its actual application, user’s3G activity and data flow increase quickly, and the cost of channel collaboration decrease obviously. It can be said that this method has achieved a good effect in its practice and provides a feasible marketing idea for Shihezi Telecommunication Company’s recent3G Data Plan business.