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给出一个具有广泛适用性的精确营销定义,在参考传统营销理论的基础上,提出精确营销过程模型,将精确营销分为数据管理、客户分群及理解、营销方案设计、营销方案实施、营销结果反馈5个环节,并就在每个环节如何体现精确化做了详细论述。最后,通过一个电信企业宽带业务交叉销售的示例来说明如何在电信企业中进行精确营销。
Based on the traditional marketing theory, an accurate marketing process model is proposed. The precise marketing is divided into data management, customer grouping and understanding, marketing plan design, marketing plan implementation, marketing result Feedback 5 links, and in each link how to reflect the accuracy of a detailed discussion. Finally, an example of the cross-selling of broadband services in telecom companies shows how to market accurately in telecom companies.