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广电运营商通过多年的积累已经获取大量的用户数据和行为信息,如何对这些数据进行合理的处理进而尽可能地发挥它们的作用,让数据服务于生产、服务于经营、服务于管理,已经成为企业必须要考虑的现实问题。通过客户细分,把我们需要进行精确营销的客户细分出来,应用在套餐设计、促销活动策划和新业务推广等方面,并应用于营销过程,产生实际的收益。首先分析了传统的电信运营商在数据挖掘中的客户细分方法,然后分析了传统的客户细分方法在广电数据挖掘中的不足和局限性,最后提出了一种适合广电企业运营的客户细分方法。
Radio and TV operators have acquired a large amount of user data and behavior information through years of accumulation. How to deal with these data reasonably and give full play to their role so that data service can be used in production, service and management, has become Enterprises must consider the practical problems. By segmenting customers, we segment customers who need precise marketing and apply them to package design, promotion planning, new business promotion, etc., and apply them to the marketing process to generate real benefits. Firstly, it analyzes the traditional method of customer segmentation in data mining. Then it analyzes the shortcomings and limitations of the traditional customer segmentation method in radio and television data mining. Finally, it puts forward a method for customer operation in broadcast and TV enterprises Sub-method.