Research On China Mobile Channel Optimization Strategy Under The Big Data Environment

With the rapid growth of China communication industry,the competition for customer acquisition among the three telecom giants is very fierce, many services and products look like the same, it’s hard for customers to identify differences. In the eyes of ordinary users, they don’t care how brilliant of the service provider’s background technology or how sophisticated that the system operates,they put much more attention to the service provider’s branches which build the connection between customers and the big giants telecom corps,customer satisfaction and loyalty depend on what they feel about the branch when they are served. So each branch is like a "medium", or a channel to build the connection between customer and the company, thus channel optimization is very important for users. So the optimization of service channel and the strategy to operate in multi-channel marketing, have become a priority work that needs to carry out in the current current marketing.First of all, the author introduces the research and application that domestic and foreign operators have made in large data marketing, and what they have researched, occupied and applied in channel optimization, post the problems in channels, tell the reader why we should preform channel optimization. Secondly, review the relevant literature, which provides a theoretical basis for the follow-up study. This part would look into channel policy that telecom operators perform, dig out the service types and service channels they serve, as well as the relationship between the choice of business types and channels that the types are carried.Secondly, the author uses the STP market segmentation theory to perform market segmentation for the target customers. According to the target customers’ heterogeneity and channel selection theory, to analyze if it is possible to perform marketing strategy portfolio and multi-channel strategy to optimize the channels.Thirdly, the author applys data mining policy and decision tree model to conduct analysis and modeling on these data under the analysis of the full retail business pieces in all service channels during 2015 in China Mobile Yangzhou branch.The data mining tool is IBM SPSS software application, and for mining algorithm we choose C5.0 version of decision tree model, to work out the strategy for channel optimization and operation.At last, standing on the results obtained in the above analysis, along with the cases that foreign telecom providers performed when they followed multi-channel management strategy, work out thepolicy, rules and best practices for the domestic telecom service providers when they schedule and apply muti-channel marking strategy. The conclusion of this paper could hopefully polish the dents in the channels and build more efficient channels, to help the telecom service providers establish a channels’ system in which the different channels could complement each other and achieve mutual development.