宜春电信精确化营销系统的建设与实践.pdfVIP

要 我国电信企业的竞争日趋激烈，与其他行业相比，电信企业拥有更多有关用 户的数据。谁能正确地挖掘与分析隐含在这些数据中的知识，谁就能更好地向用 户提供产品与服务，能够发现更多商机，从而在竞争中获胜。 电信企业是国家信息基础设施的主要建设者和运营者，担负着基础建设的重 要使命。为了顺应信息化时代发展潮流，满足客户个性化服务，缩短服务链条， 提高核心能力创新能力，各电信企业纷纷建设以IT技术为依托的信息支撑系统。 近年来，以商业智能技术为基础的精确化营销系统逐渐成为建设方向。电信运营 商的经营模式已经从传统的面向网络的经营模式逐步转变到面向客户的经营模 式，工作重点也 重视网络建设维护转向重视市场营销。精确化营销系统的建设 目标是建立一个统一的数据信息平台，采用先进的数据仓库技术和分析挖掘工具， 提取企业数据中的有价值信息，为企业的客户服务、市场营销等工作提供科学有 效支撑，提升企业的运营水平和竞争能力，体现以客户为中心的经营理念。 本文首先介绍了中国电信的背景情况、市场分析、营销现状，引出了加强电 信精确化营销系统的迫切性和重要意义。本文重点研究了宜春电信企业如何建立 数据 库并运用商业智能技术来进行精确化营销，描述了精确化营销系统的总体 结构和网络结构，并给出了系统分析实例。 关键词：精确营销、数据仓库、数据挖掘、市场分析 1 Abstract Nowadays, the competition among China s Telecom enterprises is becoming more and more intensive, while compared with other industries, Telecom enterprises have possessed more data of customers, so the one who can correctly excavate and analyze the information contained in the data would be the one who could offer better products and services to customers, take more opportunities, and turn out to be the winner of this competition. As the chief builder and operator of national information network s infrastructure, telecom enterprises shoulder heavy responsibilit ies of it s construction. In order to meet the needs of information age, serve cu stomers special demands, cut short the service chain, improve it s key ability and creativity, telecom enterprises in succession build up supporting syst ems of information depending on Information Technology. Accordingly, To business intelligence technology-based precision marketing syst em is becoming the direction of the bu ilding during recent years, which needs the transformation of the operation model for telecom enterprises from traditional n