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论文编号：	10783
作者编号：	2120163036
上传时间：	2018/12/10 16:38:14
中文题目：	中国移动天津公司基于大数据微营销平台的渠道整合研究
英文题目：	The Research on Channels Integration Based on Big Data Micro-marketing Platform of China Mobile Tianjin Company
指导老师：	侯文华
中文关键字：	渠道整合;渠道;大数据;微营销;天津移动
英文关键字：	channel integration; channel; big data; micro-marketing; China Mobile Tianjin Company
中文摘要：	面对细分的目标市场、日趋激励的竞争和消费者偏好多元化渠道选择的现状，运营商普遍采取多渠道营销模式。多渠道营销是一把双刃剑，既有优势，也给企业带来不可避免的渠道整合问题。传统渠道与网络直销的整合与协同，是多渠道管理面临的诸多难点中最为关键和核心的课题。 研究表明，新技术的进步是使更复杂的企业渠道结构变得可行的途径之一，也是网络直销与传统渠道整合的突破口。如何基于数据资源方面的显著优势，合理利用技术开发，将网络直销与传统渠道逐步整合，最终实现经济效益和社会效益的双重提升，是需要重视和值得研究的课题。 本文以渠道整合理论、大数据微营销的基本理论和现有微营销平台为基础，基于大数据微营销平台研究渠道整合。遵循“线上线下协同，以大数据为核心”的渠道整合总体思路，通过对大数据微营销平台的构建，以中国移动天津公司为例，界定固有渠道和轻渠道的含义，对大数据微营销支撑的渠道整合应用进行研究和设计,提出基于大数据微营销平台的轻渠道向固有渠道导流的三个应用: 存量4G终端客户换卡换套餐、4G终端潜在客户实时微营销、异网双卡客户反挖；固有渠道能力向轻渠道输出的智慧营业厅应用。基于大数据微营销平台，以CRM精准营销推荐和二维码两项技术为抓手，推动固有渠道互联网化工作，完成基于大数据微营销平台的固有渠道能力向轻渠道输出的过程。同时, 为确保对内对外信息一致,打造全渠道统一支撑的知识库。 这具有对内、对外两方面的现实意义，对内意义表现在客户需求和营销信息的整合及经济效益；对外现实意义主要体现在对外数据服务与价值变现。 本文通过对营销渠道、大数据微营销等著作进行检索、收集并整理，对中国移动天津公司IT与运营支撑中心20余人次的开放式面谈，结合现场调查和分析,找出研究的理论、实践突破口，希冀基于大数据微营销平台的渠道整合应用，为运营商提供借鉴与应用。
英文摘要：	Facing the segmented target market, increasingly competitive competition, the current situation of consumers' preference of diversified channel selection, operators generally adopt the multi-channel marketing model. The multi-channel marketing model is a double-edged sword, which has both advantages and inevitable channel integration problems of enterprises. The integration and collaboration of traditional channels and network channels is the most critical and core issue in a lot of difficulties faced by multi-channel management. According to research, advance in new technology is a way to make more complex corporate channel structures feasible, and a breakthrough of the integration of network channels and traditional channels. How to take significant advantage of data resources and rational use of technology development, integrate network channels with traditional channels, and finally achieve the dual improvement of economic and social benefits is a subject that needs to be valued and worth studying. According to the channel integration theory, the basic theory of big data micro-marketing and the existing micro-marketing platform, the research studies the channel integration based on the big data micro-marketing platform. Following the overall idea of channel integration with “online and offline collaboration, with big data as the core”, through the construction of the big data micro-marketing platform, taking China Mobile Tianjin Company as an example, defining the meaning of the inherent channel and the light channel, researching and designing the channel integration application supported by the big data micro-marketing, the research proposes three applications based on the big data micro-marketing platform promoting the ability from the light channel to the inherent channel such as stock 4G mobile phone customers exchanging card and plan, the real-time micro-marketing of 4G mobile phone potential customers, snatching different network dual card customer. Smart business hall application promotes the ability from the inherent channel to the light channel. Based on the big data micro-marketing platform, CRM precision marketing recommendation and two-dimensional code technology are used as means to promote the internal channel Internet work, and complete the output from the inherent channel capability to the light channel based on the big data micro-marketing platform. At the same time, in order to ensure the consistency of internal and external information, we should create an all-channel unified support knowledge base. It has practical significance of both internal and external aspects. The internal significance is reflected in the integration of customer needs and marketing information and economic benefits; the external practical significance is mainly reflected in the external data services and value realization. By searching, collecting and organizing books of marketing channels and big data micro-marketing，organizing open interview with more than 20 people in IT and Operations Support Center of China Mobile Tianjin Company, combining field survey with analysis to find out the theoretical and practical breakthrough of the research, it is hoped that the research on channels integration based on big data micro-marketing platform can provide reference and application for operators.
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