移动用户下的流量产品精准营销

摘要

This paper solves the problem of low order rate in a telecom operator flow products precision marketing activity.A precise marketing model is proposed based on the basic attributes, APP related attributes and location related attributes of users.It did a simulative marketing experiment in a county.The order rate increased from 0.7％ to 16％ in the case of more than 85％ of mobile users had been recommended the flow package.This model greatly improves the user experience while achieves a high degree of precision marketing.%针对某运营商在流量包营销活动中移动用户订购率较低问题,利用用户基本属性、APP使用相关属性、位置相关属性等特征构造了移动用户流量精准营销模型,在某县城进行模拟营销实验,保证对85％以上移动用户进行了流量小时包营销活动且在该条件下订购率从0.7％提高到了16％,大大提高了用户体验的同时实现了较高精确度的营销.