Research On Hubei Unicom VAS Refinement Of Marketing

With the continuous development of mobile Internet, due to promotion of the network andterminal, the consumption habits and needs of customers has changed significantly, expandedconsumption fields from the simple voice communication to the information, forming thecombination of voice, information demand in the market, and presented the obvious characteristicsof diversification and individuation. Therefore, telecom companies need to provide a variety ofvalue-added services products, to meet different levels of information consumer demand.Value-added service has gradually become an important source of income for the telecom businesspoint of growth, how to promote the effective development of value-added services, improve theimplementation efficiency of value-added service marketing activities is an important subject thattelecom enterprises must face. Completing the value-added service fine marketing layout is one ofthe necessary measures used to adjust the business structure, optimize the income structure, reducethe management risk by the telecommunication enterprise.Firstly, the principles of precision marketing and data mining are expounded in this thesis,starting from the existing problems in the development of telecom value-added service market,some rules and methods of value-added service meticulous marketing are discussed. Then, bystudying the hubei unicom’s value-added business development trend and the present situation ofmarketing, the existing problems of the marketing mode are analyzed. Researching on precisionmarketing application mode in the telecom value-added business based on data mining, implementschemes of value-added services meticulous marketing are discussed. Finally, through theestablishment of value added service marketing support system, the integration of experiencemarketing, customized marketing, cross marketing, differentiated marketing and other means,matching the marketing channel, value-added service fine marketing of Hubei Unicom is planed,and the marketing effect evaluation rules and standards are made. The results show that the planmeets the requirements of value-added business development and provides some reference for thevalue-added service fine marketing work.