数字化营销工具在运营商创新产品发展过程中的应用

Application of digital marketing tools in development process of innovative products for operators

鉴于数字化营销工具是电信运营商推进落实创新服务模式的有效手段,能够帮助一线营销人员精准识别目标客户、理解客户需求、优化营销策略、提高营销效率和服务积极性,从而为电信运营商实现由基础通信产品销售商转变为整合型、多元化数字服务提供商助力,分析了数字化营销工具如何赋能营销运营、提升营销效率,提出了数字化营销工具的架构设计方案,探寻了复杂营销环境下电信运营商的营销转型之道。

As effective means for telecommunications operators to promote the implementation of innovative service models,the digital marketing tools can help frontline marketing personnel to accurately identify target customers,understand customer needs,optimize marketing strategies,and improve marketing efficiency and service enthusiasm,thereby helping telecommunications operators to transform from basic communication product sellers to integrated and diversified digital service providers.This paper analyzes how digital marketing tools empower marketing operations and improve marketing efficiency,proposes an architecture design scheme for digital marketing tools,and explores the marketing transformation path of telecommunications operators in the complex marketing environment.