The Research On Precision Marketing In China Mobile Guizhou Branch

Generally, the year2013is considered as the first year for the Big Data. The technology of Big Data brings new thoughts into many industry fields, such as the telecom industry; it lives in the piercing competition field. There are three giant corporations like as China Telecom, China Unicom, and China Mobile to provide the public telecom services in which are voice, data transform and data network in China. In recent years, the big traditional business part of voice and text message services by the telecom providers is going down, because of the new development of Internet technology. The telecom providers have to face these new challenges, with new business administration model and concepts, to solve those old problems by great technology applied, and to increase self-service skills, so that they can survive in the new era.The dissertation starts from these main problems met by China Mobile Guizhou Branch (CMGB), then to analyze those large-volume data, and find out the consume tracks of potential customers, with theories of the Big Data and Precision Marketing, to apply in the qualitative research and the quantitative research, SWOT study, and comparative methods, to push the active precision marketing activities. Then, in the thesis, we debate how to build the platform of Big Data, and to extract many different data types from different applications, and to create the readable reports for business department to make decision and check the decision. Then we make the precision marketing plan, based on the analysis of interior and external environment, SWOT study and Marketing activity. In the plan, we discuss the marketing goal, products strategy, price strategy, place, promotion and cost control. At last, we discuss the plan feasibility, execution, and control.The dissertation is based on the electronic marketing of CMGB, to analyze the present problems and marketing demands, to perform existing consumer data with Big Data platform, to estimate the future trend, and then to make active marketing to gain good revenue and customer loyalty.