山西移动增值业务精确营销研究管理科学与工程专业论文.docxVIP

The Study of the Accurate Marketing on Shanxi Mobile Value-added Services Author:Wang Huixia Supervisor:Su Guiying ABSTRACT With the development of the Information Technology, mobile value-added services have been developed rapidly and the competition between them gets more and more drastically. Therefore, it becomes a major problem for operators to concern over improving the enterprise’s income and competition ability and also enhancing customers’ value simultaneously. Further more, the use of traditional marketing methods would waste the enterprise’s resources and get few revenue because of the various kinds of value-added services. Hence, the author presents some strategies for the enterprise based on the study of the accurate marketing. Combined with the theoretical and empirical method, accurate marketing is researched on mobile value-added services. A large quantity of data on mobile value-added services is collected to deeply analyze the communication industry. Further more, the author also analyzes the internal and external environment and marketing problems of Shanxi mobile value-added sercices by way of SWOT method, which can be concluded that accurate marketing is the best choice for these enterprises to develop themselves. Meanwhile, accurate marketing system is presented on the basis of analyzing the accurate marketing theory and the status of value-added business, which elaborates how to mine customer information accurately and reveal the different orientation of customers’ needs from four aspects: customer segmentation, cross-marketing, customer lose and potential customers. And then arouse the targeted marketing strategies. At last, under the guidance of the accurate marketing system, the author studies the accurate marketing process on the basis of customer segmentation and cross-marketing and then put forward marketing strategies based on information mining. The thesis has the guiding significance not only to Shanxi Mobile value-added services fro