I 基于大数据的宽带营销策略研究 ——以长城宽带北京分公司为例 摘要 近年来，随着我国互联网信息的不断发展，通信行业就业务经营进 行改革完善，宽带业务逐步成为通信企业的主营业务。但受到通信企业 的传统经营模式的影响，宽带业务的市场营销策略并未进行同步改革 和完善，原有的市场营销策略不能有效满足宽带业务的发展需要，进而 影响了整个通信企业的经营效率。宽带业务的市场营销越来越成为影 响通信企业绩效的一项关键因素，是一个具有实践价值的重要课题。而 随着大数据时代的到来，如何在宽带业务的市场营销中应用大数据技 术，进而提高宽带业务的营销效果，成为了当前许多通信企业业务发展 和营销管理关注的重点。同时宽带业务属于通信行业的基础业务，各类 电信公司在营销方面都具有丰富的经验，但是已有研究主要围绕移动 通信上网开展，相对宽带业务的营销研究并不丰富。以往的宽带业务， 惯以套餐捆绑的方式融入营销，从而导致宽带业务的创新不足，导致当 前的研究现状难以满足宽带业务营销的实践需求，难以发挥理论指导 实践、促进实践的作用。基于此，本文从长城宽带北京分公司的宽带营 销的现状入手，分析当前通信企业的宽带业务发展情况。 首先介绍了研究的背景、研究目的和意义，并基于国内外相关研究 基础上，进一步阐述本文研究的内容、方法和创新之处等。而后对宽带 业务、市场营销等概念进行界定，并阐述了市场营销理论和消费者行为 理论，分析了大数据算法，奠定了研究的理论基础。其次，基于当前的 社会发展情况，分析了宽带业务发展的社会环境和行业环境，并结合当 前北京地区的宽带业务的客户分布，进行大数据的客户需求与特征分 析，奠定长城宽带北京分公司业务营销状况分析的大环境以及客户基 础。然后基于宽带业务发展的大背景下，对长城宽带北京分公司的宽带 业务的营销情况进行具体分析，阐述了当前长城宽带北京分公司的宽 带业务的资源情况、营销总状况，并从当前的发展中分析出长城宽带北 中国政法大学硕士学位论文 基于大数据的宽带营销策略研究 II 京分公司的宽带业务的营销方面存在不足。最后将大数据应用于长城 宽带北京分公司业务的营销，以北京地区的消费者为调查对象，进行问 卷抽样调查，根据宽带业务的行业宏观情况，结合长城宽带北京分公司 业务营销的详细数据，基于大数据，确定用户属性的权重，并进行用户 消费能力的类别区间分析，而后结合聚类算法，划分出客户群体，并针 对目标客户群体的特征，确定正面竞争的营销方式。而后基于分类决策 树的计算结果，结合不同客户群体在宽带产品、价格、渠道、促销、服 务五个方面的需求进行划分，并基于客户定位的角度提出营销策略。为 保障大数据在长城宽带北京分公司的业务营销中的应用，本文同时从 组织人员、投入、制度等方面提出保障措施。 本文通过对大数据下的长城宽带北京分公司的宽带业务的营销状 况分析，提出相应的营销策略，以期能有效促进长城宽带北京分公司宽 带业务的发展，并为其他通信企业的宽带业务营销策略提供借鉴。 关键词：营销策略；宽带业务；大数据；客户需求 ABSTRACT I ABSTRACT In recent years, with the continuous development of Internet information in our country, the communication industry has carried out business operation reform and improvement, and broadband business has gradually become the main business of communication enterprises. However, influenced by the traditional business model of communication enterprises, the marketing strategy of broadband business has not been reformed and improved simultaneously, and the original marketing strategy cannot effectively meet the development needs of broadband business, thus affecting the operating efficiency of the whole communication enterprise. The marketing of broadband service is becoming a key factor that affects the performance of communication enterprises. With the advent of the era of big data, how to apply the big data technology in the marketing of broadband service and then improve the marketing effect of broadband service has become the focus of the business development and marketing management of many communication enterprises. At the same time, broadband service belongs to the basic service of the communication industry, and all kinds of telecom companies have rich experience in marketing, but the existing research mainly focuses on mobile communication Internet access, and the marketing research of broadband service is not rich. In the past, the broadband business is used to integrate into the marketing in the way of package bundle, which leads to the lack of innovation in the broadband business. As a result, the current research status is difficult to meet the practical needs of the broadband business marketing, and it is difficult to give play to the role of theory to guide practice and promote practice. Based on this, this paper starts with the current situation of the broadband marketing of Great Wall broadband Beijing company and analyzes the development of the broadband business of the current communication enterprises. Firstly, it introduces the background, purpose and significance of the research, and further expounds the contents, methods and innovations of the research on the basis of relevant research at home and abroad. Then, it 中国政法大学硕士学位论文 基于大数据的宽带营销策略研究 II defines the concepts of broadband service and marketing, expounds the marketing theory and consumer behavior theory, analyzes the big data algorithm, and lays a theoretical foundation for the research. Secondly, based on the current social development situation, this paper analyzes the social environment and industrial environment for the development of broadband business, and analyzes the customer demand and characteristics of big data based on the current customer distribution of broadband business in Beijing, so as to establish the general environment and customer base for the analysis of the marketing status of broadband business of Great Wall broadband Beijing branch. Big background, and then based on the development of broadband business of Great Wall broadband Beijing branch is a concrete analysis of the marketing of the broadband business, this paper expounds the current Great Wall broadband broadband resources situation of Beijing branch, marketing situation, and analyze from the current development of Great Wall broadband Beijing branch of the shortcomings of broadband service marketing. Finally the big data are applied to the Beijing Great Wall broadband broadband business marketing, consumers in Beijing area as investigation object, the questionnaire sampling survey, according to industry macro situation of broadband business, combined with Great Wall broadband Beijing branch business marketing data in detail, based on large data, determine the weight of user attributes, and the user consumption ability the category of the interval analysis, and then combining with the clustering algorithm, divided into customer groups, and according to the characteristics of the target customer group, determine the positive competition of marketing. Then, based on the calculation results of the classification decision tree, this paper divides the demands of different customer groups in five aspects: broadband product, price, channel, promotion and service, and proposes marketing strategies based on the perspective of customer positioning. In order to ensure the application of big data in the broadband business marketing of Beijing Great Wall broadband branch, this paper puts forward the guarantee measures from the aspects of organization personnel, investment and system. This paper analyzes the marketing status of the broadband business of Beijing Great Wall broadband branch under big data, and puts forward the ABSTRACT III corresponding marketing strategies, so as to effectively promote the development of the broadband business of Great Wall broadband Beijing branch, and provide reference for the marketing strategies of the broadband business of other communication enterprises. Key words: marketing strategy; Broadband services; Big data; Customer demand 目 录 I 目 录 摘要 .............................................................. I ABSTRACT .......................................................... I 目 录 .............................................................. I 图表目录 ............................................................ I 第一章 绪论 ......................................................... 1 1.1研究背景及研究意义 ........................................... 1 1.1.1 研究背景 ..........