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