随着互联网技术的迅速发展，现在的社会早已进入大数据时代，而大数据背后巨大的商 业价值远远不可估量，只有掌握了大数据，才能在新时代的市场竞争中获得优势、脱颖而出。 因此，JH电信利用大数据进行精准营销既是时代的大势所趋，也是企业转型的根本要求。 在运营商“提速降费”和大幅削减营销成本的背景下，本文以大数据技术、用户画像技术、 精准营销等有关概念和理论为基础，联系JH电信的实际发展情况和特点，以实证研究为手 段，通过分析JH电信的大数据应用情况，重点研究JH电信大数据精准营销的实施和策略。 本文综合运用PEST、SWOT方法分析了JH电信业务现状在大数据应用方面存在的优势和不 足，重点聚焦于JH电信大数据应用的策略，通过具体案例进行可行性分析和有效性验证。 本文归纳出JH电信在传统营销过程中存在的问题，如传统模式单一、缺乏精准营销体 系、企业信息化程度低、渠道布局笼统等，在此基础上提出完善用户标签、精准渠道布局、 增加用户触点、提升用户体验等基于大数据的营销策略，从产品服务上提升用户感知、促进 企业内结构调整。最后，通过几个JH电信大数据营销的实际案例进行效果验证，为JH电信 在未来继续开展大数据精准营销工作奠定了一些基础。 关键词：大数据 精准营销 用户画像 营销策略 运营商 II Abstract With the rapid development of the Internet, the society has already entered the era of big data, the huge business value behind big data is far beyond estimation. Only by mastering big data can we gain advantages and stand out in the market competition in the new era. Therefore, JH Telecom using big data for precision marketing is not only the trend of the Times, but also the fundamental need of enterprise transformation. Under the background of operator’s "speeding up and reducing fees" and significantly reducing marketing costs，this paper is based on relevant concepts and theories such as big data technology, user portrait technology and precision marketing, and connects with the actual development and characteristics of JH Telecom, and takes empirical research as the means to analyze the application of big data of JH Telecom, focusing on the implementation and strategy of precision marketing of big data of JH Telecom.This paper uses PEST and SWOT methods to analyze the advantages and disadvantages of JH Telecom, focusing on the strategy of JH Telecom's big data application, and conducts feasibility analysis and validity verification through specific cases. This paper summarizes the problems existing in the traditional marketing process of JH Telecom, such as single traditional mode, lack of precision marketing system, low degree of enterprise informatization, general channel layout and so on. On this basis, this paper puts forward the marketing strategies based on big data, such as improving user labels, accurate channel layout, increasing user contacts, and improving user experience, so as to enhance user perception from product services and promote the structural adjustment within the enterprise. Finally, through several JH Telecom big data marketing actual cases to verify the effect, JH Telecom in the future to continue to carry out big data precision marketing work laid some foundation. Key words: big data precision marketing user portrait marketing strategy operators III 目录 第一章 绪论 ............................................................................................................................................................. 1 研究背景 .................................................................................................................................................... 1 研究意义 .................................................................................................................................................... 2 研究目的 .................................................................................................................................................... 2 研究内容 .................................................................................................................................................... 3 第二章 文献综述与相关理论基础 ......................................................................................................................... 5 市场营销理论 ............................................................................................................................................ 5 精准营销理论 ............................................................................................................................................ 7 PEST分析和SWOT分析 .........................................................................................................................11 企业市场战略理论 .................................................................................................................................. 12 本章小结 .................................................................................................................................................. 12 第三章 JH电信营销概况 ...................................................................................................................................... 13 JH电信历史与现状分析 .......................................................................................................................... 13 3.1.1 JH电信PEST分析 ........................................................................................................................ 13 3.1.2 JH电信SWOT分析 ...................................................................................................................... 15 JH电信营销存在的问题 .......................................................................................................................... 19 本章小结 .................................................................................................................................................. 20 第四章 JH电信大数据战略和营销策略 .............................................................................................................. 21 JH电信大数据战略 .................................................................................................................................. 21 4.1.1 技术跟进 ....................................................................................................................................... 21 4.1.2 组织转型 ....................................................................................................................................... 22 4.1.3 资源整合 ....................................................................................................................................... 22 JH电信大数据精准营销策略 .................................................................................................................. 24 4.2.1 完善用户标签 ............................................................................................................................... 24 4.2.2 增加用户触点 ............................................................................................................................... 24 4.2.3 提升用户体验 ............................................................................................................................... 25 4.2.4 精准渠道布局 ............................................................................................................................... 26 其他营销方式应用 .................................................................................................................................. 27 本章小结 .................................................................................................................................................. 29 第五章 大数据战略实施及精准营销案例 ........................................................................................................... 30 JH电信大数据战略实施 .......................................................................................................................... 30 5.1.1 建设电信大数据平台 ................................................................................................................... 30 5.1.2 开展组织重整 .