基于大数据的移动通信企业精准营销研究——以河南移动为例-research on accurate marketing of mobile communication enterprises based on big data - taking henan mobile as an example.docxVIP

基于大数据的移动通信企业精准营销研究--以河南移动为例摘要随着数字生活的普及，全球数据量呈爆炸性增长，传统数据处理方式已经无 法满足海量数据的管理、处理、分析等要求，在此背景下，大数据、云计算、精 准营销等新兴理念广泛兴起，引领了新一轮的互联网浪潮。随着民用通信设备的 普及，运营商拥有广泛的客户群体，产生了海量的用户行为数据，如果不能将这 些数据有效利用，将造成很大程度的资源浪费。河南移动客服中心日均人工接续量达 50 万通电话左右，通话均长 80s，产 生巨大的数据量，且存储形式为语音数据，主要业务涵盖：服务需求、业务办理 和投诉处理等等。如果通过语音转换技术，将客服录音转换为可供系统识别的数 据，再利用大数据技术挖掘其中的关键信息，用于生产服务质量检测和精准营销， 将带来大幅度的效益提升。本文突破传统方法，将大数据思想引入河南移动公司的生产运营，探索大数 据技术和精准营销的研究和融合，分析国内外成功案例，找出适合移动通信行业 的大数据营销模式。通过语音转换、接触轨迹和智能分析等技术相结合，对海量 数据进行挖掘和分析，在此基础上对营销广告的内容、形式、时间进行预判和调 配，最终实现产品的精准营销，降低运营成本，促进企业利润最大化。关键词：大数据；精准营销；中国移动；语音转换IABSTRACTPrecision marketing research based on large data of mobile communications company--take chinamobile of henan as exampleABSTRACTWith the popularization of digital life, the amount of global data is explosively increasing, the traditional data processing methods have been unable to meet the massive data management, processing, analysis and other requirements, in this context, big data, cloud computing, precise marketing and other emerging concept widely rise, leading a new round of the wave of the internet. With the popularization of civil communication equipment, operators have a wide range of customers, generate user behavior data mass, if not the effective use of these data will produce much waste of resources.Henan mobile customer service center daily manual connection amounted to about 500000, have a tremendous amount of data, and storage form of speech data, the main business covers: the service demand, business management and complaint handling etc.. If the speech technology, will be converted to customer service recording for system identification data, then using a large data mining technology which used in the production of key information, service quality detection and precision marketing, will bring a large improvement benefits.This paper breaks through the traditional method, large data ideas into the Henan Mobile Corporations production and operation, the exploration and research of large data fusion technolog