Research On Improvement Of Marketing Cost Management Of A Communication Operating Company Based On Big Data

In order to learn from and implement the good ideas and methods in advanced enterprise management at home and abroad,and to establish and optimize the market competition pattern and environment of the communication operation industry,the government has carried out several major restructuring of the communication operation industry.Since the separation of post and telecommunications from government and enterprise in 1998,after a series of reform of state-owned enterprises,the current full-service competition pattern of mobile,communication and unicom telecommunication operators serving the market was finally formed in 2009.Because these three communication operators all have licenses for full business operation,in today’s increasingly saturated communication market,products are homogenized and market competition is becoming increasingly fierce.Those who can impress consumers with more favorable prices and more high-quality and efficient services can occupy a leading position in the market competition and make enterprises gain long-term competitive advantages.Therefore,the communication operators in China are constantly exploring more accurate and efficient methods of business decision-making to make correct strategic and tactical decisions,so as to attract and serve more users and maintain the steady increase of enterprise revenue and profit.In the current communication market competition is more and more intense,the communication operators to the fierce degree of consumer competition is self-evident.In order to attract and retain customers,major operators often invest a large amount of capital and manpower and material resources in marketing.The marketing expenses account for a high proportion of revenue and have an increasing trend.The business increases but the revenue does not increase from time to time.In the early stage of the development of the communication market,the market was in a stage of rapid growth,and the revenue scale of enterprises was growing rapidly.Therefore,enterprises at that time were not careful in cost management.But in recent years,the market size growth is slow,tend to saturation,the company’s revenue growth rate is slow,or even some backward.Since the income scale of enterprises is often greatly affected by external factors,it becomes a more feasible way to continuously increase profits,improve the profitability of enterprises,and occupy the commanding heights of the industry.In this case,it becomes a more feasible way to manage costs and improve the efficiency of resource utilization.After entering the 21st century,the development of computer technology and the Internet is advancing by leaps and bounds.The capacity of data and information is growing explosively.At the same time,people pay more and more attention to data.Under such background,the concept and idea of big data emerge at the historic moment.Big data technology provides a solution to the processing and value discovery of these massive data.With the development and formation of various big data technologies,the application of technologies in various industries has been put on the agenda of discussion.As a result,conferences on big data are being held around the world,and ideas,theories and technologies about how big data affects the world and how it changes the status quo are emerging.In reality,the theory and technology of big data first affect finance and business,and it plays a significant role in improving the operating efficiency and business of enterprises.At present,big data technology wave is in the ascendant.Based on the introduction of the theory and technology of cost management and big data,this paper discusses the objective requirements and feasibility of implementing cost management improvement based on big data,and analyzes the shortcomings of A company’s original marketing cost management.By introducing the implementation process and application of big data technology to improve marketing cost management in company A,this paper illustrates that the combination of big data and marketing cost management conforms to the trend of The Times.It meets the demand of using advanced technology to improve the efficiency of financial industry and the requirement of promoting the progress of theory and practice of financial management industry.It provides reference for communication operation enterprises to improve cost management efficiency and carry out innovation in cost reduction and efficiency increase.