基于大数据的营销与服务支撑体系的架构与实践  

The Structure and Practice of Marketing and Service Support System Based on Big Data

作　　者：王富强 叶雄 国亦家 逯阳 

机构地区：[1]中国联合通信网络有限公司重庆市分公司,重庆401121

出　　处：《信息通信技术》2017年第4期34-39,共6页Information and communications Technologies

摘　　要：大数据技术的发展为精准化个性化的营销与服务带来了机遇。文章在研究大数据分析与探测基础上,提出构建一种高效的、以客户为中心的营销与服务支持体系,以便将大数据带来的机遇转化为现实效益;并在实践过程中,建立一套以大数据分析与探测、策略管理与投放转化为核心的支撑体系。结果表明,该体系实现了对客户理解、客户发现、策略管理、策略匹配、客户触达、策略转化、策略评价的营销与服务全流程系统支持,在精准营销、场景营销、个性化服务等方面取得了成效。In recent years, the development of big data technology brings a huge opportunity for precision marketing and service. Therefore, it is urgent to construct an effcient and customer-oriented support system of marketing and service on the basis of data detection and analysis to transform the opportunities brought by big data into economic performance and social results .In the course of practice, data detection, data analysis, strategy management and delivery are taken as the core of structure of this support system. It implements the whole-process marketing and service system support for customer discovery, customer understanding, strategy management, strategy matching, customer touch, strategy transformation and strategy evaluation. The results of the practice prove that it has positive effect on precise marketing, scene marketing and personalized service.

关 键 词：大数据 营销服务策略 策略引擎 客户触达 支撑体系 

分 类 号：F274[经济管理—企业管理] TP311.13[经济管理—国民经济]