随着信息技术的飞速发展和智能手机终端的普及，移动互联网渗透到人们 生活的各个方面并扮演着重要角色。在互联网创新思维推动下，一批特点鲜明 的互联网公司给传统产业带来了翻天覆地的变化。作为传统行业的通信运营商， 其主营业务受到互联网企业的巨大冲击，被“管道化”的趋势日益严峻，运营 商经营战略转型迫在眉睫。大数据作为“精准化营销”的重要手段，其自身也 蕴含着巨大的商业价值，也使其成为通信运营商转型的有效策略之一。 首先，本文介绍了国内外通信运营商利用大数据进行营销模式改革的探索， 探讨如何利用大数据为通信运营商的精准营销提供指导。其次，采用案例分析 的方法，对T市联通公司精准营销的内、外部环境进行分析；通过定量分析法 剖析了其精准营销现状，运用 SWOT分析法总结归纳了T市联通公司精准营销 存在的问题。然后，利用大数据技术对T市联通公司进行市场细分，精确定位 其客户群市场；参考4Ps营销组合理论，通过实际应用案例，从个性化产品、 差异化定价、多渠道分销、互动性促销等方面为其大数据精准营销提出了具体 策略，并对策略实施效果进行了评价。最后，为T市联通公司顺利实施该策略 提出了具体保障措施。 通过本文的研究，总结归纳了运营商大数据精准营销的对策，为运营商在 如今困难形势下的转型提供参考对策。 关键词：大数据，通信运营商，精准营销，市场细分 II ABSTRACT With the development of information technology and the spread of smart mobile terminals, the mobile Internet has been becoming the necessary part of human’s daily life. Under the stimulation of the Internet’s concept, there are an enormous number of Internet corporations, with unique features, which bring in the tremendous changes to the traditional industries. As the communication operator of conventional sectors,its principle business has suffered from the severe impacts of the internet enterprises, influenced the tendency of channelization more and more rigorous day by day. With the tremendous challenge, it is urgent that the communication operator needs to change the inherent marketing considerations. Therefore, the “Big Data,” as an important method for accurate marketing and its shapely potential commercial value, turns into the key component of transformation in the communicational domain. In the first place, this thesis introduces the explorations in the conversion by domestic and overseas communication carriers and the research of the application model in the Big Data. And it intends to find out how to use the Big Data that can provide the correct direction for the precision marketing. In the second place, the case analysis method is used to analyze the internal and external environment of the precision marketing of T city branch of China Unicom group. The current status of precision marketing is analyzed through quantitative analysis, and the problems of precision marketing in T city branch of China Unicom group are summed up using SWOT analysis. In the third place, using big data technology based on STP theory to market segmentation of T city branch of China Unicom group, accurately positioning its customer base market. With reference 4Ps marketing theory, through the introduction of practical application cases, it proposes specific strategies for the precision marketing of big data from personalized products, differentiated pricing, multi-channel distribution, interactive promotions, and evaluates the implementation effect of the strategy. At last, specific safeguards have been put forward for the smooth implementation of this strategy by T city branch of China Unicom. Regarding the research, this thesis summarizes the use models of the communication operator Big Data precision marketing,which offer the efficient path for operators under such a difficult situation in the contemporary society. KEY WORDS: Big data, Communication operator, Precision marketing,Market segmentation III 目录 第1章 绪论 .............................................................................................................................. 1 1.1 研究背景与意义 ............................................................................................................ 1 1.2国内外研究与应用现状 ................................................................................................. 2 1.2.1 大数据应用理论研究 ............................................................................................ 2 1.2.2大数据应用现状 ..................................................................................................... 3 1.3研究目的、方法与内容 ................................................................................................. 4 1.4 论文结构 ........................................................................................................................ 5 第2章 相关知识与运营商分析 .............................................................................................. 7 2.1 大数据概述 .................................................................................................................... 7 2.1.1大数据相关概念 ..................................................................................................... 7 2.1.2大数据技术 ............................................................................................................. 8 2.2 相关管理学理论概述 ..................................................................................................11 2.2.1 PEST分析与波特五力模型 .................................................................................11 2.2.2 信息价值链 ..........................................................................................................11 2.2.3 SWOT分析 .............................................................................................................12 2.2.4 市场细分与STP理论 ..........................................................................................12 2.2.5 4Ps营销组合策略 ...............................................................................................13 2.3 运营商概述 ..................................................................................................................14 2.4 通信运营商大数据精准营销应用分析 ......................................................................16 2.4.1 利用大数据精准营销的必要性 ..........................................................................16 2.4.2 利用大数据精准营销的优势 ..............................................................................16 2.4.3 利用大数据精准营销的切入点 ..........................................................................17 2.5本章小结 .......................................................................................................................18 第3章 T市联通公司大数据精准营销环境分析 .................................................................19 3.1 T市联通公司大数据精准营销外部环境分析 ...........................................................19 3.1.1 宏观环境分析 ......................................................................................................19 3.1.2 行业环境分析 ......................................................................................................21 3.1.3 竞争对手分析 ......................................................................................................23 3.2 T市联通公司大数据精准营销内部环境分析 ...........................................................26 3.2.1 T市联通公司大数据精准营销应用情况 ...........................................................26 3.2.2 T市联通公司经营数据调查分析 .......................................................................35 IV 3.3 T市联通公司大数据精准营销存在的问题 ...............................................................38 3.3.1 SWOT分析 .............................................................................................................38 3.3.2 问题总结 ..............................................................................................................40 3.4 本章小结 ......................................................................................................................41 第4章 T市联通公司大数据精准营销策略 .............................................