随着移动通信网络和互联网的不断融合发展，数字化产业的持续革新，电信用户使用方式改变导致国内电信运营商正在面临巨大的市场压力。因此，作为信息传输的载体，如何利用网络大数据资源将成为电信运营商保持核心竞争力的关键。本论文综合采取宏观环境模型（PEST模型）和内在竞争力模型（SWOT模型）等分析法深入探究了当前运营商的经营现状及风险挑战。为解决运营商的营销痛点问题，以中兴通讯与广东移动项目为例，研究了网络设备商基于网络大数据技术助力运营商精准营销的可行性。主要研究内容如下：通过PEST和SWOT模型等分析方法，从政策、经济、社会、技术层面出发，结合运营商内在竞争力以及外部发展机会及威胁分析可知，运营商应激活企业业务活力，同时利用当前5G网络发展及自身数据等优势进行精准营销，构建智能中台，保持大数据多样性和应用广泛性。针对自身劣势方面，应提升大数据及AI技术，增强产品竞争力及精准营销时效性，并且深化营销渠道大数据化及AI化改革，进而提升用户体验及品牌口碑。以中兴通讯与广东移动的深度合作为案例，深度阐述了网络设备供应商基于网络大数据技术如何助力运营商落实大数据精准营销战略。中兴通讯在结合网络大数据技术助力广东移动开展的精准营销的过程中，在大数据平台建设、组织架构优化、营销方案上相互配合，提供了基础、助力和驱动，并在数据安全协作下，共同保障大数据精准营销战略得以顺利实施。从案例分析中可看出，通过对多域数据的拉通，能够将用户的基础信息与用户的行为信息、位置信息、消费信息等相关联，可以对用户进行更全面的画像分析，为各种业务的精准营销提供快速支撑。该案例说明结合网络大数据助力运营商进行精准营销的效果极大超出传统营销的效果，证明了大数据在精准营销上的价值，实现了运营商和网络设备商的深度合作，为运营商数字化应用提出了一种新途径。
AbstractWith the continuous integration and development of the mobile communication network and the Internet, the continuous innovation of the digital industry, and the change of the usage mode of telecom users, domestic telecom operators are facing huge market pressure. Therefore, as the carrier of information transmission, how to use network big data resources will become the key to maintain the core competitiveness of telecom operators. This paper comprehensively adopts the macro environment model (PEST model) and internal competitiveness model (SWOT model) and other analysis methods to deeply explore the current operational status and risk challenges of operators. In order to solve the marketing pain points of operators, taking ZTE and China Mobile Communications Group Guangdong Co. LTD（Guangdong Mobile）project as an example, this paper studies the feasibility of network equipment providers to help operators with precision marketing based on network big data technology. The main research contents are as follows:Through PEST and SWOT models and other analysis methods, from the aspects of policy, economy, society and technology, combined with the internal competitiveness of operators and external development opportunities and threats analysis, operators should activate the business vitality of enterprises. At the same time, the current 5G network development and its own data advantages are used to carry out precision marketing, build an intelligent platform, and maintain the diversity of big data and the wide application. In view of its disadvantages, it is necessary to improve big data and AI technology, enhance the competitiveness of products and the timeliness of precision marketing, and deepen the reform of big data and AI in marketing channels, so as to improve user experience and brand reputation.Taking the in-depth cooperation between ZTE and Guangdong Mobile as an example, this paper elaborates how network equipment suppliers help operators implement big data precision marketing strategy through big data technology. In the process of helping Guangdong Mobile to carry out precision marketing with network big data technology, ZTE cooperated with each other in the construction of big data platform, optimization of organizational structure and marketing plan, which provided the foundation, help and drive. Under the co`operation of data security, ZTE jointly ensured the smooth implementation of the precision marketing strategy of big data. From the case analysis, it can be seen that through the integration of multi-domain data, the basic information of users can be associated with the user‘s behavior information, location information, consumption information, etc., and a more comprehensive portrait of users can be made, providing rapid support for the precision marketing of various businesses. This case shows that the effect of network big data to help operators carry out precision marketing is greatly beyond the effect of traditional marketing, proving that the value of big data in precision marketing has realized the depth of cooperation between operators and network equipment providers, and proposed a new way for operators‘ digital application.
