电信“ITV客户挖掘+装维随销”营销模型应用研究

Application research on marketing model of“ITV customer mining +marketing with installation and maintenance”

电信运营商企业间对客户资源的竞争日益加剧,各企业针对电信业务数据进行"商机挖掘"的方法来寻找潜在的客户资源。文章采用"业务数据挖掘"的方法分析,获得公司的ITV潜在客户清单,并以手机APP的形式推送至与公众客户接触面最大的装维人员进行业务随销。通过精准营销的项目应用,改变了以往"盲推销"的客户发展模式,有力地改善了客户感知并提升了营销成功率。

With the increasing competitions on customers, telecom operators search the potential customers resources by means of transaction data mining. By the method of transaction data mining, we extract the potential ITV customer list in this paper. In the form of mobile phone APP, this list can be used by staff of teleservice installation and maintenance to promote telecom products. Through the application of precision marketing project, we can improve customer perception and enhance the success rate of sales effectively, instead of the＂blind selling＂marketing strategy.