Precision Marketing Research Based On Big Data Mining

The rapid development of mobile Internet has promoted the transformation of the Internet industry,produced a lot of new mobile Internet services,brought profound changes to the life and work of the users,and also brought new opportunities and challenges for the telecom operators.Telecom operators are impacted by the Internet OTT(Over The Top,Internet companies develop various services based on the open Internet over operators)company,and the traditional business income keep declining.At the same time,due to the request of reducing marketing costs and market competition,telecom operators greatly need to transform and develop,and change the traditional marketing mode,Big data,as the basis of industry informatization,brings many opportunities for telecom operators who have a large number of user-based data resources.As the basic data pipeline,any individual or enterprise is running in the pipeline of the operators,which can produce massive user data every moment.Therefore,the consumer behavior is produced by the large data mining users,and the market positioning and subdivision of the customers can be used to achieve big data precision marketing.This paper used the combined method of theoretical and empirical theory,the theory of large data mining,precision marketing,and STP as the guidance basis,and took China Unicom G provincial branch as the actual landing.In addition,this paper used the framework of big data processing system based on Spark(A computing platform designed for large scale data processing),and used STP theory to guide precision marketing based on big data mining.Otherwise,this paper put forward the overall planning of precision marketing-"data driven operation",combined with the trend of industry development and the operation status of China Unicom G provincial branch,abandoning the traditional product-centered and establishing the overall operation system centered on customer perception,and introduced the process of precision marketing based on big data mining,which can provide theoretical guidance for precision marketing of big data in other industries.At last,This paper showed the application cases in China Unicom G provincial branch,such as the credit purchase of mobile phone,the deep operation of ice cream package,the deep operation of children's wrist watch and so on.It has been proved that the research in this paper is very robust(Robustness is mainly used to describe the performance of a system or something)in both the system theory and the final application implementation,which can provide a certain reference for the precise marketing decisions of telecom operators.