目 录
1. 绪论 1
1.1 研究背景 1
1.2 研究意义 2
1.3 研究内容 2
1.4 研究方法 3
1.5 研究的技术路线 3
2. 理论基础和文献综述 5
2.1 市场细分 STP 理论 5
2.2 精准营销理论 5
2.3 CRISP-DM 模型 6
2.4 CAP 原则 6
2.5 ROADS 理论 7
2.6 国内外研究现状 7
3. 江西移动 4G 终端营销状况分析 9
3.1 专项调查访谈 9
3.1.1 访谈基本情况 9
3.1.2 访谈实际内容 10
3.1.3 访谈主要结论 13
3.2 终端营销的基本状况 13
3.2.1 终端销量走势 13
3.2.2 目标客户来源 15
3.2.3 4G 终端产品结构 16
3.2.4 销售质量情况 17
3.3 客户换机的行为分析 18
3.3.1 换机周期 18
3.3.2 品牌忠诚度 19
3.3.3 价位依赖性 19
3.4 存在的问题 20
4. 江西移动 4G 终端大数据营销策略研究 22
4.1 终端精准营销研究 22
4.1.1 4G 换机目标客户族群化分类 22
4.1.2 4G 终端差异化营销政策设计 26
II
4.1.3 终端精准营销推荐 31
4.1.3.1 潜在 4G 换机客户发现 31
4.1.3.2 4G 终端精准适配推荐 34
4.1.4 4G 套餐精准营销推荐 35
4.2 终端销售质量监控研究 36
4.2.1 日常基本监控 36
4.2.2 终端销售健康度评估 38
4.2.3 终端销售异常监控 38
4.2.4 终端销售套利监控 38
4.3 江西移动 4G 终端营销大数据平台建设 39
4.3.1 功能平台架构 40
4.3.2 技术架构 41
4.3.3 应用模型 42
4.3.4 数据建模 49
5. 应用场景 55
5.1 渠道终端销售恶意刷码行为稽核 55
5.2 重点机型专项电话营销 55
5.3 自备 4G 终端换机后营销 57
6. 结论与展望 59
6.1 研究结论 59
6.2 研究展望 60
参考文献 61
致 谢 65
III
Catalogue
1. Introduction 1
1.1 Research background 1
1.2 Research significance 2
1.3 Main content 2
1.4 Research methods 3
1.5 Technical route of the research 3
2. Theoretical basis and Literature Review 5
2.1Market segmentsSTP theory 5
2.2 Accurate marketing theory 5
2.3 Crisp - DCM theory 6
2.4 Cap theory6
2.5 Roads theory7
2.6 The domestic and foreign research 7
3. Jiangxi mobile 4 g terminal marketing situation and analysis in English9
3.1 Special investigation and interview 9
3.1.1 Interviews basic situation 9
3.1.2 Interview the actual content 10
3.1.3 Interview main conclusion 13
3.2 Basic situation of terminal marketing13
3.2.1 Terminal sales 13
3.2.2 Target customer source 15
3.2.3 4G terminal product structure in English 16
3.2.4 Sales quality situation17
3.3 The customer replacementanalysis 18
3.3.1 Replacement cycle18
3.3.2 Rainfall distribution on 10-12 brand loyalty 19
3.3.3 Price dependent 19
3.4 The problems20
4. The data of mobile terminal 4 g in jiangxi marketing strategy to study22
4.1 Terminal precision marketing research 22
4.1.1 Classification of English 14 g replacement target customer groups22
4.1. 2 4G terminal differentiation marketing policy design 26
IV
4.1.3 Recommend English 34 g terminal precision marketing 31
4.1.4 4G plan recommended English precise marketing 35
4.2 The terminal sales quality monitoring research36
4.2.1 Daily basic monitor36
4.2.2 Terminal sales health assessment 38
4.2.3 Abnormal monitoring terminal sales 38
4.2.4 Arbitrage monitoring terminal sales 38
4.3 Big data platform support39
4.3.1 Functional framework40
4.3.2 Technical framework 41
4.3.3 Application model 42
4.3.4 Data modeling49
5. The data of mobile terminal 4 g in jiangxi marketing application scenario 55
5.1The terminal sales channelsProfessional Skills55
5.2 Key type special telephone marketing 55
5.3 Bring your own 4 g terminal marketing after replacement57
6. Conclusions and outlook 59
6.1 Research conclusions 59
6.2 Research outloo 60
References 61
Acknowledgement65摘 要
三家移动通信运营商于12月获得TD-LTE 4G牌照，2015年2月电信、
联通又获得 FDD-LTE 另一块 4G 牌照。江西移动如何抓住当前宝贵的时间窗口，
加快 4G 客户的规模发展，成为企业发展最紧要的经营工作，而 4G 终端营销则是
4G 客户发展首要环节，因此 4G 终端营销成为江西移动市场经营工作的重中之重

为全面深入了解江西移动 4G 终端营销的状况，通过对省、市、县不同人员的访谈，
以及大量数据分析，发现企业营销行为和客户消费的特征，再针对 4G 终端营销和
大数据营销应用等方面的理论进行了仔细地文献研究。最终根据调查情况和理论
研究结果，深入分析了影响江西移动 4G 终端营销工作的各种问题因素，最终从
4G 终端销量提升、质量监控、经营行为等多个方面提出提升策略和建议：
（1）2016 年江西移动应以 4G 终端发展为重要抓手，着力解决 4G 终端业务
的规模发展、2/3G 高流量客户换机、4G 终端营销的质量把控三件事

（2）基于大数据建立“客户-产品-促销-时机-触点”精准营销体系，实现企业营
销策略一对一地向客户精准推荐，保障营销有效性和规模性

（3）基于大数据更多数据采集、更多相关维度、更强逻辑判断的综合能力，
建立 4G 终端的刷码监控、窜货监控、拆包监控、养机监控等四大质量监控体系，
实现事前、事中的质量管理

（4）基于大数据建立客户的全息画像，深入挖掘客户的终端偏好、促销偏好、
渠道偏好、资费偏好、行为偏好等；基于大数据全息画像，科学设计营销策略、
组织营销资源、发现营销时机、协调营销动作，建立新的营销行为模式

目前在大数据理论方面，更多关注了大数据技术演进、大数据平台建设、互
联网营销行为研究等方面，对于通信运营商的大数据营销应用的研究相对较少，
当前通信运营的营销行为相对简单粗放，基于大数据精确化营销的理论研究相对
较少。通过对江西移动的实例研究分析，期望能够丰富大数据营销应用的研究内
涵，同时为其它通信运营商的大数据营销应用提供借鉴

关键词：大数据 4G 终端 营销策略 江西移动Abstract
Three mobile operator access to 4G TD-LTE licenses in December. February
2015 Telecom, China Unicom and get another 4G FDD-LTE license. Jiangxi mobile
how to seize the current valuable time window, Speed up the development of 4G
customers, Become the most important business development business, And 4G
terminal marketing is the first step in the development of 4G customers , So 4G terminal
marketing has become the top priority of Jiangxi mobile market . To fully understand
the status of Jiangxi mobile 4G terminal marketing ,Through interviews with different
people in the provinces, cities and counties, As well as a large number of data analysis,
Find the characteristics of enterprise marketing behavior and customer consumption, In
the light of the theory of 4G terminal marketing and the application of big data
marketing, a careful literature study is carried out. Finally according to the investigation
and theoretical research results, In-depth analysis of the impact of Jiangxi mobile 4G
terminal marketing work of various issues, Eventually from the 4G terminal sales
promotion, quality control, business practices, etc.A number of aspects of the promotion
strategy and recommendations.
(1) 2016 Jiangxi mobile 4G terminal should take sustainable development as an
important starting point, The scale of development, efforts to solve the 4G terminal
service 2/3G high customer flow switch4G terminal marketing quality control three
things.
(2) based on big data to establish a customer - Product - Promotion - timing -
contact precision marketing system, Realize the enterprise marketing strategy one to
one to the customer accurate recommendation , Ensure the effectiveness and scale of
marketing.
(3) based on large data more data acquisition, more relevant dimensions ,
Comprehensive ability of stronger logic judgment , The establishment of 4G terminal
brush code monitoring, monitoring, monitoring and unpacking Cuanhuo Four quality
monitoring system of keeping machine monitoring, Realize the quality management in
advance and in the event .
(4) based on large data to establish a customer39;s holographic image, In depth
mining of customer terminal preferences, promotional preferences, channel preferences,
tariff preferences, behavior preferences, etc. Large data holographic image , Scientific
design marketing strategy, organizational marketing resources, find marketingopportunities, Coordinate marketing actions and set up new marketing behavior model.
At present in the big data theory, More attention to the evolution of big data
technology, t