Application of digital marketing tools in development process of innovative products for operators

doi:10.12267/j.issn.2096-5931.2024.03.011

Abstract

Abstract:

As effective means for telecommunications operators to promote the implementation of innovative service models, the digital marketing tools can help frontline marketing personnel to accurately identify target customers, understand customer needs, optimize marketing strategies, and improve marketing efficiency and service enthusiasm, thereby helping telecommunications operators to transform from basic communication product sellers to integrated and diversified digital service providers. This paper analyzes how digital marketing tools empower marketing operations and improve marketing efficiency, proposes an architecture design scheme for digital marketing tools, and explores the marketing transformation path of telecommunications operators in the complex marketing environment.

Key words: marketing tools, operators, value-added service, internet

CLC Number:

ZHANG Chunyan, GUO Yuhua, MENG Xianglong, CHANG Pei, BAO Hailun. Application of digital marketing tools in development process of innovative products for operators[J]. Information and Communications Technology and Policy, 2024, 50(3): 73-78.

Add to citation manager EndNote|Ris|BibTeX

URL:

http://ictp.caict.ac.cn/EN/10.12267/j.issn.2096-5931.2024.03.011

http://ictp.caict.ac.cn/EN/Y2024/V50/I3/73

Figures/Tables 2

References 16

[1]	毛骏. 透视2022半年报运营商发展趋势的延续和变化[J]. 通信世界, 2022(16):29-30.
[2]	LIAO J, WEI K, CHEN G. Relationship between pricing and customer’s perception C2C commerce: basing on study of the channel of C2C in mainland of China[C]// 2010 International Conference on E-Product E-Service and E-Entertainment. Henan: IEEE Press, 2010:1-4.
[3]	丽莎·亚瑟. 大数据营销: 如何让营销更具吸引力[M]. 姜欣, 任东英, 温天宁, 等译. 北京: 中信出版社, 2014.
[4]	SATHI A. Engaging customers using big data: how marketing analytics are transforming business[M]. London: Palgrave Macmillan, 2014.
[5]	邵震. 大数据精准营销中用户信息保护问题及其解决方案[D]. 湘潭: 湘潭大学, 2019.
[6]	DOMINIK K. Reinvestigating the uniqueness of price equilibria in a product positioning model under price competition in a multisegmented market[J]. Operations Research Letters, 2015, 43(6):599-600. doi: 10.1016/j.orl.2015.09.007 URL
[7]	ZHEN L, WYNTER L, XIA C. Pricing information services in a competitive market: avoiding price wars[R]. Inria, 2002.
[8]	EASTMAN, FERGUSON S, KLEIN D, et al. Media promotion and marketing for broadcasting, cable, and the Internet[M]. Amsterdam: Elsevier/Focal Press, 2006.
[9]	张大亮, 刘娟. 基于客户价值的移动通信运营商营销策略分析[J]. 移动通信, 2005(3):109-111.
[10]	FAULDS D J, MANGOLD W G. Social media: the new hybrid element of the promotion mix[J]. Business Horizons, 2009, 52(4):357-365. doi: 10.1016/j.bushor.2009.03.002 URL
[11]	HAANS H, RAASSENS N, HOUT R. Search engine advertisements: the impact of advertising statements on click-through and conversion rates[J]. Marketing Letters, 2013, 24(2):151-163. doi: 10.1007/s11002-013-9226-5 URL
[12]	ZHANG J, LIU R. Popularity of digital products in online social tagging systems.[J]. Journal of Brand Management, 2017, 24:105-127. doi: 10.1057/s41262-016-0015-3 URL
[13]	程芳. 客户关系管理与现代市场营销[J]. 中国市场, 2000(12):55.
[14]	赵溪. 客户服务导论与呼叫中心实务[M]. 北京: 清华大学出版社, 2004.
[15]	李剑辉. 中国联通无纸化业务受理系统的分析设计与测试[D]. 北京: 北京邮电大学, 2014.
[16]	LIU Q. Business user portrait modeling and clustering analysis under the background of big data[C]// 2021 13th International Conference on Measuring Technology and Mechatronics Automation. Beihai: IEEE Press, 2021:666-669.