Precise promotion of big data by four major operators

In recent years, with the development and popularization of Internet technology, big data marketing has gradually become one of the important means for major enterprises to acquire customers. As one of the four major operators in China, companies such as China Unicom, China Mobile, China Telecom and China Radio and Television are also at the forefront of big data marketing. This paper will analyze the big data marketing strategies, customer acquisition models, marketing applications and future trends of the four major operators. I. Big Data Marketing Strategy China Unicom has built a "China Unicom Big Data Industry Ecosphere" and cooperated with enterprises in the ecosphere, thus improving the understanding and insight of users' needs. In addition, China Unicom accurately pushes personalized products and services, such as 4G packages and mobile cards, by analyzing users' communication behaviors, social networks, geographical locations and other data. At the same time, China Unicom also applied the portrait of users to accurately acquire customers, and realized personalized recommendation and customer acquisition in different scenarios. China Mobile's big data marketing strategies are mainly scene marketing and data mining. By building the world's leading big data analysis system, Mobile deeply digs user behavior and communication data to provide users with personalized marketing services. At the same time, Mobile also provides users with one-stop personalized services such as customized traffic packages, video traffic packages and 5G experience services by building a user scene ecosystem with its partner * * *. China Telecom takes smart big data as the core, and promotes precision marketing by building user portraits. Telecom applies user portraits to product recommendation, traffic reminder and other scenarios, and realizes the differentiation and innovation of user value-added services through data-driven operation. China Radio and Television's big data marketing strategy mainly focuses on user portrait construction and intelligent recommendation. Through the analysis of user preferences, consumption behavior and other data, radio and television stations have constructed refined user portraits and applied them to TV product recommendation, advertising and other scenes to provide users with more personalized services. Precision promotion of big data by four major operators II. Customer acquisition mode China Unicom's customer acquisition mode is mainly realized by promoting Unicom APP and offering discounts to new users. In addition, Unicom also cooperates with partners, such as United Bank, airlines and other enterprises to achieve joint marketing and customer acquisition. China Mobile's customer acquisition mode is mainly realized through marketing SMS, WeChat official account, APP and other channels. In addition, Mobile also applies data mining and accurate recommendation technology to customer acquisition to realize personalized recommendation and customer acquisition in different scenarios. China Telecom's customer acquisition mode is mainly realized through online marketing, social media and other channels. At the same time, Telecom also cooperates with various partners, such as JD.COM, Suning and other e-commerce platforms, to realize the complementarity of customer acquisition channels. China Radio and Television's customer acquisition mode is mainly realized through accurate delivery and personalized recommendation technology. Radio and TV stations gain customers incrementally by placing TV advertisements and recommending products. Third, the marketing application of the big data marketing strategies of the four major operators is aimed at both existing users and potential users. Among them, the application of big data technology in user operation mainly includes user portrait, traffic management and value-added services. The applications in customer acquisition mainly include data analysis, scene positioning, personalized recommendation and so on. The application in marketing mainly includes traffic marketing, product innovation and marketing activities. Four. Future Trends With the promotion of 5G technology and the application of technologies such as cloud computing and artificial intelligence, big data marketing will usher in a broader development prospect. In the future, the four major operators will continue to dig deeper into user data, enhance their insight into user needs, accelerate digital transformation, and launch more intelligent and personalized products and services to meet the changing needs of users. At the same time, the four major operators will also strengthen cooperation with partners in various industries to jointly explore the digital economy and achieve mutual benefit and win-win results. In short, the four major operators have made great achievements in big data marketing, and constantly introduce more intelligent and personalized products and services. In the future, with the continuous development of technology and the change of marketing environment, the four major operators will continue to optimize their big data marketing strategies to provide users with more efficient and convenient marketing services.