基于移动用户交往圈的终端营销策略分析和应用

Analysis and Application of Terminal Marketing Strategy based on Mobile User Interaction Circle

在互联网的世界,社交网络营销已经成为一种成熟而又高效的营销方式。如何将社交网络营销融入到运营商的业务营销中,成为各大运营商争相研究的关键课题。引入移动用户交往圈概念,从人与人之间的通话关系入手,将全网客户进行群体划分,并对群体特征进行定义,同时依据业务发展不同生命周期,依据客户的业务办理特点开展针对性的营销活动,分析外呼业务办理效果,验证基于产品生命周期理论对业务办理率的影响,为未来营销活动的开展提供依据。

In the world of the Internet, social network marketing already becomes mature and efficient marketing method. How to integrate social network marketing into the operator＇s business marketing is now a key issue for major operators to compete for research. The concept of mobile user interaction circle is introduced, and from the call relationship of between people, the whole network customers are divided into groups, and the group characteristics defined, the targeted marketing activities carried out according to the different life cycles of business development and the characteristics of customers＇ business handling. Based on analysis of the effect of external call business, the impact of the product life cycle theory on the business processing rate is verified, thus providing a basis for the future marketing activities.