基于大数据的客户细分模型及精确营销策略研究  

Research on customer segmentation model and precise marketing strategy based on big data

作　　者：张龙辉[1] 

机构地区：[1]集美大学诚毅学院,福建厦门361021

出　　处：《河北工程大学学报（社会科学版）》2017年第4期27-28,49,共3页Journal of Hebei University of Engineering(Social Science Edition)

基　　金：福建省中青年教师教育科研项目(编号:JAT160697)

摘　　要：在移动互联网发展带动作用下,电信运营商主营业务已经由传统的语音业务逐渐向移动数据业务方向发展,在这种背景下,互联网企业同移动通讯业务之间的联系越来越紧密,电信运营商面临着被"管道化"的影响,基于此,对于电信运营商而言,当前最主要的任务就是提升产品质量和客户体验水平,满足电信客户多方面的需求,扩大用户范围,避免老客户的流失。而上述目标的实现都需要大数据技术应用的支撑。文章对基于大数据的客户细分模型以及精确营销策略进行深入的研究。Under the influence of the development of mobile Internet, the core business of telecom operators has gradually developed from traditional voice service to mobile data service. Under this background, the connection between Internet enterprises and mobile communication services is getting closer and closer. Telecom operators are facing the ＂pipeline＂ of the impact, based on this, for telecom operators, the current most important task is to enhance product quality and customer experience level, to meet the various needs of telecommunications customers to expand the scope of users, To avoid the loss of old customers. And the realization of these goals need to support large data technology applications. The article will study the customer segmentation model based on large data and the accurate marketing strategy.

关 键 词：大数据 客户细分模型 精确营销策略 研究 

分 类 号：F274[经济管理—企业管理]