基于大数据模型的运营商营销资源配置研究  

Research on Marketing Resource Allocation of Operators Based on Big Data Model

作　　者：林敏 陈祥[1] 廖娟 Lin Min;Chen Xiang;Liao Juan(China Unicom Guangdong Branch,Guangzhou 510627,China)

机构地区：[1]中国联通广东分公司,广东广州510627

出　　处：《邮电设计技术》2023年第11期72-76,共5页Designing Techniques of Posts and Telecommunications

摘　　要：与互联网公司相比,运营商的营销优势主要在于外呼渠道,而外呼资源宝贵且影响用户感知。基于此,提出多项目营销效能计算公式,给出以整体营销效能最大化为目标的营销资源配置方案,为资源分配、成本设定、项目上下线等业务决策提供数据依据。最后,以2个运营商项目为例,展示多项目营销资源分配流程和效益计算的实证应用。Compared with Internet companies,the marketing advantage of operators mainly lies in outbound channels,while outbound resources are limited and affect user perception.Based on this,the calculation formula of multi project marketing effective-ness is proposed,and the marketing resource allocation scheme aiming at maximizing the overall marketing effectiveness is given,which provides data basis for business decisions such as resource allocation,cost setting,project online and offline.Fi-nally,it takes two projects of operators as examples to show the empirical application of multi-projects marketing resource al-location process and benefit calculation.

关 键 词：大数据 运营商 精准营销 营销资源配置 多项目 

分 类 号：TN915[电子电信—通信与信息系统]