电信科学 ›› 2015, Vol. 31 ›› Issue (7): 13-17.doi: 10.11959/j.issn.1000-0801.2015175

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电信企业数据驱动存量营销发展策略

漆晨曦1,于一鸣2   

  1. 1 中国电信股份有限公司广州研究院 广州 510630
    2 北京邮电大学 北京 100876
  • 出版日期:2015-08-21 发布日期:2015-08-21

Data-Driven Retention Marketing Development Strategy in Telecom Enterprise

Chenxi Qi1,Yiming Yu2   

  1. 1 Guangzhou Research Institute of China Telecom Co.，Ltd.，Guangzhou 510630，China
    2 Beijing University of Posts and Telecommunications，Beijing 100876，China
  • Online:2015-08-21 Published:2015-08-21

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摘要：

基于电信行业新增市场逐渐缩小，存量经营成为企业营销重点这一趋势，阐述了电信企业要实现数据驱动存量营销所需具备的条件以及目前尚存在的问题，并针对存量营销四大目标提出数据驱动存量营销发展策略建议：进行数据驱动存量营销IT 系统的能力架构设计；梳理并建立电信企业存量营销运营管理流程；建立客户需求标签库和营销/策略资源库两个基础库；完善并建立需求资源配置、渠道触发和数据化管理三大存量营销核心能力。

关键词: 存量营销, 客户洞察, 营销流程, 目标定位, 渠道, 触点

Abstract:

As the new market shrink，some new product market become even to zero，the marketing strategy goal transfer from acquisition to customer retention in the telecom enterprise.Because of the gap between the retention marketing goal and the marketing reality，it was discussed how the telecom company could develop data-driven marketing of retention.Firstly，design the ability architecture of data-driven retention marketing IT system.Secondly，distinct and establish the management and operational process of retention marketing.Thirdly，establish the two foundation databases，one is the customer needs’ labels database，and the other is marketing and campaign resources database.Fourthly，improve and establish the three kinds of core abilities-including the ability of allocation of marketing resource for the customer needs，the ability of the channel triggering and the ability of the visual management of retention marketing.

Key words: retention marketing, customer insight, marketing process, target location, channel, contact point

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