The Accurate Narketing Platform Research Basing On Flow Business Data Mining Of Shenxun Information Technology Company

The development of telecommunication market is saturated gradually, and the development potential of new user incremental market is becoming smaller, so the communication operators have focus their attention on improving the Average Revenue Per-User (ARPU) value. Grasping users’ mental and service demands to improve using perception has become the key of occupying the future market. However, facing the massive mobile communication data service recourse, data clearing accurately and analyzing effective knowledge from the acquisition data have become the hot spot of the research nowadays. Data mining technology is emerged as the main research direction of these demands.Shenxun Information Technology (SXIT) Development Co.,Ltd in Shenzhen is devoted to software study, software exploitation, software integration and software popularization and application. In order to expand the marketing platform, a province branch company of China Mobile entrusted SXIT Company to exploit an accurate marketing platform according to the flow business of China Mobile users in this province, which is hoped to perfect the marketing system and improve the operation effect.The current situation of data mining and accurate marketing home and abroad are introduced, the change of users’ surfing habits in mobile internet age is generalized, and the marketing environment of flow business operation is given. On this basis, self-location of accurate marketing platform is analyzed, and the whole framework of accurate marketing platform is described. Then original data acquisition of flow business users and the user data sorting are discussed in brief, meanwhile the customer synthetic evaluation model which is using neural network algorithm of data mining technique is built, the costumer marketing adaptation channels of analysis model which is using decision tree algorithm is built, and aiming user mining model which is using both association rules mining algorithm and logistic regression mining algorithm is built. And the nucleus modules of these three platforms are further studied.Finally, using this accurate platform and combining the analysis of flow business users’data in this province branch company of China Mobile, the accurate marketing scheme of flow business in this branch company is proposed. The scheme is implemented on the software platform which is exploited by SXIT Company, good marketing achievements are obtained, and the flow business users’using perception and flow business flow are improved effectively. The results have proved the feasibility and validity of the research contents in this paper.