摘要
目前移动终端渗透率达到前所未有的高度。在通信市场有限的条件下,各大运营商纷纷通过异网用户的策反营销来拓展自身的市场。异网营销最大的特点是盲目性,因为运营商几乎不掌握异网用户的数据,如何利用仅有的数据准确挖掘到目标异网用户并展开营销活动是当前市场部门的痛点。基于单一运营商掌握的网络约车数据,通过数据挖掘模型挖掘出异网用户中的网约车司机,为市场部门的异网营销提供支撑,并对类似营销活动起到启发或引导作用。
As the development of the communications industry, the terminal market penetration rate reaches an unprecedented height. Under the condition of limited communication market, the major operators are taking over diverse networks users to expand their market. Blindness is the biggest characteristic of diverse marketing, because the operators have no idea about users＇ in- formation of diverse networks. How to use limited data to accurately find the target users and carry out marketing is the pain point of marketing department. It proposes a data mining model to dig out the drivers using car-hailing apps in the diverse net- works, which will provide support for the marketing department in diverse networks marketing and play a guiding role in similar marketing activities.
出处
《邮电设计技术》
2017年第5期27-29,共3页
Designing Techniques of Posts and Telecommunications
关键词
数据挖掘
异网营销
网络约车
Data mining
Marketing for diverse networks
Car-hailing service
