信令大数据技术在精准营销中的应用  

Precision Marketing Model Based on Technology of Signaling Big Data

作　　者：王浩宇[1] 孙启明[1] 胡凯[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2016年第4期70-76,107,共8页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：北京市哲学社会科学规划项目(11JG063)

摘　　要：在大数据时代背景下,以数据挖掘精确识别用户,逐步培养市场营销对大数据应用的习惯,细分用户需求,推送差异化业务,实现精细化营销已成为未来决定企业竞争成败的关键。对信令大数据的概念和特点进行归纳,进而将信令大数据按用户基本属性、电信属性和移动互联网行为属性进行分类,并分析各属性数据在精准营销中的应用,结合实际应用场景总结了基于信令大数据商务的用户标签体系和应用、用户-产品-渠道适配与推荐以及营销追踪循环三大精准营销应用模式,对将信令数据中的用户个人和消费数据进行数据挖掘并归纳分类后,再进行有针对性的营销策略,可以有效地帮助企业降低营销成本,提高效率,在提高客户用户体验的同时也拓宽了自身业务的发展空间。In order to study the strategies and pattern of precision marketing in the big data era, the concept and characteristics of signaling big data are summarized, further signaling big data is classified as user attribute, tele- corn attribute and mobile Internet attribute and their application in precision marketing is analyzed, and finally the three models of precision marketing are discussed, which include signaling big data based label system and application of business user, adaptation and recommendation of user-product-channel and marketing tracing cycle. The result shows that summarizing the signaling data by using data mining methods and providing personalized marketing strategies can effectively help enterprises to reduce marketing costs, improve efficiency and broaden the business development space.

关 键 词：信令 大数据 精准营销 数据挖掘 

分 类 号：F713.5[经济管理—市场营销] TP274[经济管理—产业经济]