Research On Online Precision Marketing Strategy Of Traffic Business Of X Operators In C Province

The traditional operator marketing mainly sends text messages or telephone to a large number of customers through wide coverage.However,frequent SMS and telephone marketing will lead to customer dissatisfaction,refuse to answer marketing calls or delete marketing SMS directly.With the accumulation of customer data by operators and the development of big data technology,operators are mainly able to match customers with products and marketing activities more accurately by analyzing the characteristics of customers.However,in terms of how to carry out precision marketing,operators are still in the exploratory stage.Taking X operator in C Province as the research object,this paper analyzes the big data online precision marketing of the operator’s traffic business,summarizes the deficiencies in precision marketing and puts forward relevant countermeasures.Firstly,it analyzes the internal and external environment of big data online precision marketing of X operator in C province.Secondly,a questionnaire survey was conducted on the customers of X operators in C Province,and combined with the relevant data of big data online precision marketing of X operators in C Province,the problems and reasons existing in the online precision marketing of big data of X operators in C province were summarized.Thirdly,based on the 4R Theory of precision marketing and data mining theory,this paper puts forward relevant countermeasures to improve the online precision marketing of big data of traffic business of X operators in C province.The conclusions of this paper are as follows:(1)Comprehensive analysis of the macro environment,policy environment and technical environment of big data precision marketing of X operators in C province is conducive to further expand the marketing of traffic business of X operators in C province.Based on the analysis of the industry competitive environment of big data precision marketing of X operators in C Province,in the5 g traffic business market in C Province,although X operators are still the largest in the market scale,their proportion has declined and the growth rate has also decreased.Various competitors have brought great competitive pressure to X operators and are facing a more fierce competitive environment as a whole.(2)Through the questionnaire,it is concluded that the big data precision marketing of X operators in C province has the problems of low customer conversion rate,low matching of precision marketing,low contribution rate of precision marketing and low customer satisfaction with precision marketing.The reasons for the problems of big data precision marketing of X operator in C province include incomplete information of related customers,inaccurate algorithm matching of products and services,inaccurate analysis of customer relationship maintenance and failure to return according to the needs of customers.(3)In terms of related customers,we proposed measures such as improving the data collection mechanism,improving customer profiles,standardizing the use of customer data,and establishing long-term contact with customers.With reference to relevant research,we adopted Lookalike and decision tree models to propose specific selection models for precision marketing customers.In terms of customer response,measures such as making full use of customer data to subdivide traffic business products and markets and using data mining to match package products are proposed.In terms of customer relations,we proposed measures to strengthen the operation of customer relationship channels and use big data to strengthen the maintenance of scientific and technological relations.In terms of customer returns,it proposes to use big data to design customer grade and equity system,and use big data to carry out customer point promotion activities.The research of this paper is helpful for operators to further improve the ability of big data online precision marketing,and does not provide reference for other similar operators.