The Research On Marketing Optimization Of China Mobile A Branch Bata Plan Business Based On Big Data

A Branch of China Mobile has succeeded in the past 20 years in the field of business and company size.However,under the background of the decline of traditional voice and short message services and the popularization of 4G network,the data service developed with the explosive growth,and bring a lot of demand in the field of big data which are massive and various.The data plan business is an important part of A company's data services,some problems have been encountered.The research object of this paper is A Branch of China Mobile.This study introduces the development of data plan business in the era of big data,application and research status of communication operators in the field of marketing optimization based on big data at home and abroad,expounds the theory of big data,precision marketing and experiential marketing.Than it analysis data package business marketing status,pointed out that the service classification mode is imperfect and the weakness in the field of traffic information processing.It analysis the big data of data plan business,combine precision marketing theory to figure out optimization measures:precision marketing from the user's perspective and improve customers experience from the network perspective.The research has gained the following achievements,the revenue of data plan business has been increased and the experience of users has been improved.Finally,the research achieved the purpose of optimizing the data plan business.