Research On Precision Marketing Strategy Of Big Data For T City Branch Of China Unicom Group

With the development of information technology and the spread of smart mobile terminals,the mobile Internet has been becoming the necessary part of human's daily life.Under the stimulation of the Internet's concept,there are an enormous number of Internet corporations,with unique features,which bring in the tremendous changes to the traditional industries.As the communication operator of conventional sectors,its principle business has suffered from the severe impacts of the internet enterprises,influenced the tendency of channelization more and more rigorous day by day.With the tremendous challenge,it is urgent that the communication operator needs to change the inherent marketing considerations.Therefore,the “Big Data,” as an important method for accurate marketing and its shapely potential commercial value,turns into the key component of transformation in the communicational domain.In the first place,this thesis introduces the explorations in the conversion by domestic and overseas communication carriers and the research of the application model in the Big Data.And it intends to find out how to use the Big Data that can provide the correct direction for the precision marketing.In the second place,the case analysis method is used to analyze the internal and external environment of the precision marketing of T city branch of China Unicom group.The current status of precision marketing is analyzed through quantitative analysis,and the problems of precision marketing in T city branch of China Unicom group are summed up using SWOT analysis.In the third place,using big data technology based on STP theory to market segmentation of T city branch of China Unicom group,accurately positioning its customer base market.With reference 4Ps marketing theory,through the introduction of practical application cases,it proposes specific strategies for the precision marketing of big data from personalized products,differentiated pricing,multi-channel distribution,interactive promotions,and evaluates the implementation effect of the strategy.At last,specific safeguards have been put forward for the smooth implementation of this strategy by T city branch of China Unicom.Regarding the research,this thesis summarizes the use models of the communication operator Big Data precision marketing,which offer the efficient path for operators under such a difficult situation in the contemporary society.