CN112200605B - Marketing strategy configuration method, execution method, terminal device and storage medium - Google Patents
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Abstract
The disclosure provides a marketing strategy configuration method, an execution method, a terminal device and a computer storage medium, wherein the method comprises the following steps: constructing a user perception capability library; acquiring user portraits of each user in a marketing user group; and configuring a marketing strategy for each user in the marketing user group based on the user perception capability library and the user image. According to the embodiment of the disclosure, the natural person is taken as a main body, and the adaptive marketing strategies are configured for different users, so that accurate marketing and efficient marketing to the users are realized.
Description
Technical Field
The present disclosure relates to the field of communication technologies, and in particular, to a marketing strategy configuration method, a marketing strategy execution method, a terminal device, and a computer-readable storage medium.
Background
Merchants need to take appropriate marketing efforts to extend customers to benefit. Currently, the marketing programs commonly used by merchants mainly include two types: 1. executing indifferent explosive marketing, configuring a unified marketing strategy aiming at massive clients in an area, sending unified marketing information and marketing products for the clients, wherein the marketing scheme has a plurality of defects that the products are not suitable for users and attractive, the users are impression of junk information, and the marketing services provided by enterprises are automatically shielded over time; 2. the marketing configuration is carried out based on the card numbers of users, such as through outbound promotion, the marketing configuration scheme has a remarkable problem, the card numbers of many users are transacted by 'family key people', such as the numbers of old people and children are transacted by identity cards of children or parents, and the 'family key people' carry out business transacting, payment and other operations. When marketing is carried out according to the number, the holder of the card number does not have decision rights, which results in the conditions of low marketing accuracy, low efficiency and the like.
Therefore, providing a marketing strategy that can be adapted to different users, thereby realizing accurate marketing to users and improving marketing efficiency is a current urgent problem to be solved.
Disclosure of Invention
The present disclosure provides a marketing strategy configuration method, an execution method, a terminal device, and a computer-readable storage medium, which enable accurate marketing and efficient marketing to a user by configuring an adaptive marketing strategy for the user.
According to an aspect of the embodiments of the present disclosure, there is provided a marketing strategy configuration method, including:
constructing a user perception capability library;
acquiring user portraits of each user in a marketing user group; the method comprises the steps of,
and configuring marketing strategies for each user in the marketing user group based on the user perception capability library and the user image.
In one embodiment, the building a user awareness capability library includes:
acquiring user template data;
respectively constructing a natural person view and a product view based on the user template data;
building a supply chain view based on the product view; the method comprises the steps of,
and constructing a user perception capability library based on the natural person view, the product view and the supply chain view.
In one embodiment, the constructing a natural person view based on the user template data includes:
analyzing personal perception, community relationship perception and family relationship perception of each template user based on the user template data; the method comprises the steps of,
and constructing a natural human view based on the personal perception, the community relationship perception and the family relationship perception of each template user.
In one embodiment, the building a product view based on the user template data includes:
analyzing the product purchase condition of each template user based on the user template data;
carrying out product analysis based on the product purchase conditions of the template users, and obtaining analysis results; the method comprises the steps of,
and constructing a product view based on the analysis result.
In one embodiment, prior to obtaining the user representation for each user in the marketing user population, further comprising:
collecting user data of all users in a preset range;
analyzing the user behavior of each user based on the user data of all the users;
screening users meeting preset marketing rules from all users based on the user behaviors of each user; the method comprises the steps of,
and determining the screened users meeting the preset marketing rules as marketing user groups.
In one embodiment, the method further comprises:
acquiring a preset marketing template, wherein the preset marketing template comprises a plurality of marketing strategy sub-templates;
the configuring a marketing strategy for each user in the marketing user group based on the user perception capability library and the user image comprises the following steps:
and associating each user in the marketing user group with a corresponding marketing strategy sub-module in the preset marketing template based on the user perception capability library and the user image to obtain a marketing strategy configured for each user in the marketing user group.
According to another aspect of the embodiments of the present disclosure, there is provided a marketing strategy execution method, including:
configuring a marketing strategy for each user in a marketing user group based on the marketing strategy configuration method;
querying quota use conditions of each user in the marketing user group; the method comprises the steps of,
and executing a corresponding marketing strategy based on the quota use condition of each user.
In one embodiment, prior to querying the quota use condition for each user in the marketing user group, further comprising:
quota configuration is performed for each user in the marketing user group.
Associating each user in the marketing user population with a corresponding marketing strategy sub-template in the preset marketing template according to yet another aspect of the embodiments of the present disclosure, there is provided a terminal device, including a memory and a processor, the memory storing a computer program therein, the processor executing the marketing strategy configuration method or the marketing strategy execution method when the processor runs the computer program stored in the memory.
According to still another aspect of the embodiments of the present disclosure, there is provided a computer-readable storage medium having stored thereon a computer program which, when executed by a processor, performs the marketing strategy configuration method or the marketing strategy execution method.
The technical scheme provided by the embodiment of the disclosure can comprise the following beneficial effects:
the marketing strategy configuration method provided by the embodiment of the disclosure constructs a user perception capability library; acquiring user portraits of each user in a marketing user group; and configuring a marketing strategy for each user in the marketing user group based on the user perception capability library and the user image. According to the embodiment of the disclosure, the natural person is taken as a main body, and the adaptive marketing strategies are configured for different users, so that accurate marketing and efficient marketing to the users are realized.
Additional features and advantages of the disclosure will be set forth in the description which follows, and in part will be apparent from the description, or may be learned by practice of the disclosure. The objectives and other advantages of the disclosure will be realized and attained by the structure particularly pointed out in the written description and claims hereof as well as the appended drawings.
Drawings
The accompanying drawings are included to provide a further understanding of the disclosed embodiments and are incorporated in and constitute a part of this specification, illustrate embodiments of the disclosure and together with the description serve to explain, without limitation, the disclosed embodiments.
Fig. 1 is a flowchart of a marketing strategy configuration method according to an embodiment of the present disclosure;
FIG. 2 is a schematic view of a scenario in which a product view is constructed in an embodiment of the present disclosure;
FIG. 3 is a flowchart illustrating a marketing strategy configuration method according to another embodiment of the present disclosure;
fig. 4 is a flowchart illustrating a marketing strategy execution method according to an embodiment of the present disclosure;
fig. 5 is a schematic structural diagram of a marketing strategy configuration device according to an embodiment of the present disclosure;
fig. 6 is a schematic structural diagram of a marketing strategy execution device according to an embodiment of the present disclosure;
FIG. 7 is a second schematic diagram of a marketing strategy execution device according to an embodiment of the present disclosure;
fig. 8 is a schematic structural diagram of a terminal device according to an embodiment of the present disclosure.
Detailed Description
For the purposes of making the objects, technical solutions and advantages of the embodiments of the present disclosure more apparent, the following detailed description of the specific embodiments of the present disclosure will be given with reference to the accompanying drawings. It should be understood that the detailed description and specific examples, while indicating and illustrating the disclosure, are not intended to limit the disclosure.
It should be noted that the terms "first," "second," and the like in the description and claims of the present disclosure and the above-described figures are used for distinguishing between similar objects and not necessarily for describing a particular sequential or chronological order; moreover, embodiments of the present disclosure and features of embodiments may be arbitrarily combined with each other without conflict.
In the following description, suffixes such as "module", "component", or "unit" for representing elements are used only for facilitating the description of the present disclosure, and are not of specific significance per se. Thus, "module," "component," or "unit" may be used in combination.
Under the large background of the national 'Internet+', the consumer behavior of the user is fundamentally changed, the management and marketing modes based on the 'natural people' are generated in the process of converting the traditional enterprise into the Internet, the 'natural people' are also gradually introduced in the marketing planning of a telecom operator, the customer information is managed by a real natural human unit of a cross-domain, the existing user management mode based on the number attribution is replaced, and the group management mode of the cross-domain natural people is researched and established. However, on the basis of guaranteeing the authenticity, integrity and accuracy of the basic data of the clients, the defects that a natural person body cannot provide complete information inquiry for the clients, cross-provincial business handling service cannot be provided for the users, proper products or service cannot be provided for the users, group service cannot be provided well and the like exist at present, so that the method lays a foundation for enterprises to realize transformation to client operators and provides necessary conditions for accurate client value management and resource release.
Therefore, the embodiment of the disclosure provides a marketing strategy configuration method, which is based on natural person management and configures a corresponding marketing strategy for a user, so that a natural person-based marketing scheme 'one-to-one strategy' can be realized, and the marketing process is automated and intelligent, thereby improving the accuracy and high efficiency of product and service marketing on one hand and establishing good customer perception experience on the other hand. It can be understood that the marketing strategy configuration method and the execution method provided by the embodiment are based on the marketing strategy configuration and the execution scheme of natural people.
Referring to fig. 1, fig. 1 is a flowchart illustrating a marketing strategy configuration method according to an embodiment of the disclosure, and the method includes steps S101-S103.
In step S101, a user perception capability library is constructed.
In this embodiment, the user perception capability library is a large database formed by enough user template data, and based on the user perception capability library, user purchasing behavior or preference behavior which is prone to different types of users can be obtained, so that a data basis is provided for carrying out marketing strategy configuration for the real-time users.
Specifically, the user perception capability library of the present embodiment is formed by performing association construction on a user natural person view, a product view and a supply chain view, where the construction of the user perception capability library includes:
acquiring user template data;
respectively constructing a natural person view and a product view based on the user template data;
building a supply chain view based on the product view; the method comprises the steps of,
and constructing a user perception capability library based on the natural person view, the product view and the supply chain view.
Taking marketing of a telecom operator as an example, the acquired user template data can be obtained from historical customer data of the telecom operator, in order to facilitate analysis and classification of the user template data by the system, a unique user ID (an identity card number of a user can be allocated to each template user), classification of the data of each template user can be performed, and label labeling, such as user basic data, communication data, location data, roaming data and the like, can be performed on the data under each classification.
Further, the constructing a natural person view based on the user template data includes the steps of:
analyzing personal perception, community relationship perception and family relationship perception of each template user based on the user template data; the method comprises the steps of,
and constructing a natural human view based on the personal perception, the community relationship perception and the family relationship perception of each template user.
Specifically, building a natural person view may be achieved by: (1) the personal perception of the template user is obtained, the user ID is used as a unique identification, and the user static perception is completed based on data such as a user basic label, a communication behavior label, a user analysis label, a position and roaming label and the like, wherein the data comprises a normal working area, an entertainment area, professional analysis, time-sharing preference, APP preference of time-sharing end/class, rights purchase, marketing activity participation and the like. It can be understood that the user analysis tag is a tag added by the system for the data obtained after the template user is analyzed; (2) obtaining community relation perception of template users: based on data such as a conversation detail list (B domain), base station data (O domain) and the like, predicting a communication circle and social groups through statistical rules, unsupervised community discovery, supervised classification and regression models and the like; (3) acquiring family relation perception of a template user: identifying home members in the home network based on the user ID, and identifying mobile home members based on the call details (combination time, place, frequency); (4) and (3) taking the user ID as an identification, correlating the result data of (1), (2) and (3), and outputting a natural person view.
In one embodiment, the building of the product view based on the user template data comprises the steps of:
analyzing the product purchase condition of each template user based on the user template data;
carrying out product analysis based on the product purchase conditions of the template users, and obtaining analysis results; the method comprises the steps of,
and constructing a product view based on the analysis result.
The related products are analyzed by acquiring the product purchase data of the template user, wherein the product analysis can comprise sales analysis, flow analysis, income analysis and social analysis, and for convenience of understanding, the product is subjected to multidimensional analysis to output a product portrait, and then is subjected to deep analysis and policy guidance to output a product view with plump information, which is shown in fig. 2.
Further, building the supply chain view may be accomplished by: the supply chain view is output from the relevant product upstream supplier qualification, supply capacity, financial status, product quality, etc.
In this embodiment, view association is built based on a client-product-supply chain to form a user perception capability library, a data base is provided for client-oriented scenerization recommendation, and compared with the traditional method of obtaining user personal perception based on user behavior, marketing is performed for a user based on the user personal perception.
In step S102, a user representation of each user in the marketing user group is acquired.
For example, in marketing of a telecom operator, since some users only use basic functions to have no interest or even dislike in marketing, in order to avoid the problems that a related marketing strategy is formulated for the users at a high cost and the marketing purpose is not achieved, in this embodiment, the marketing strategy configuration is only performed for a marketing user group, where the marketing user group is a target group for marketing determined by the telecom operator.
It should be noted that, in step S102, the real-time user image of each user in the marketing user group is obtained, where the real-time user image of each user may be obtained based on the above-mentioned manner of constructing the natural person view, unlike the natural person view, in this embodiment, the real-time user image of the user is dynamically changed, and the natural person view is a specific view generated based on the user template data.
Further, before obtaining the user portraits of each user in the marketing user group, the method further comprises the following steps:
collecting user data of all users in a preset range;
analyzing the user behavior of each user based on the user data of all the users;
screening users meeting preset marketing rules from all users based on the user behaviors of each user; the method comprises the steps of,
and determining the screened users meeting the preset marketing rules as marketing user groups.
It will be appreciated that all users are all real-time users, as distinguished from the template users described above. Where analysis of the user behavior of each user may be performed differently depending on what the merchant needs to market, e.g., telecom operators need to analyze the user's communication behavior, roaming behavior, etc. Wherein, the person skilled in the art can make the preset marketing rules by combining the actual situation and the prior art.
In step S103, a marketing strategy is configured for each user in the marketing user group based on the user perception capability library and the user image.
Specifically, based on the real-time user portraits, searching the associated template users and natural human views, product views and supply chain views thereof in a user perception capability library, and configuring marketing strategies for the corresponding users based on the data. In some embodiments, the system presets a marketing template, which is mainly based on a marketing channel, a marketing mode and the like, and the accuracy and the high efficiency of the marketing strategy are further improved by associating the real-time portrait of the user with the marketing template and further configuring a corresponding marketing strategy based on the marketing template.
Referring to fig. 3, fig. 3 is a flowchart of a marketing strategy configuration method according to another embodiment of the present disclosure, and based on the above embodiment, the implementation obtains a final marketing strategy by obtaining a marketing template and associating a user with the marketing template, and specifically, the method further includes step S301 in addition to steps S101-S103, and further divides step S103 into step S103a.
In step S301, a preset marketing template is obtained, the preset marketing template comprising a number of marketing strategy sub-templates.
It will be appreciated that different marketing strategy sub-templates correspond to different marketing modes or marketing channels.
In step S103a, each user in the marketing user group is associated with a corresponding marketing strategy sub-template in the preset marketing template based on the user perception capability library and the user image, so as to obtain a marketing strategy configured for each user in the marketing user group.
Based on the same technical concept, the embodiment of the present disclosure correspondingly further provides a marketing strategy execution method, as shown in fig. 4, which includes steps S401-S403.
In step S401, a marketing strategy is configured for each user in the marketing user group based on the marketing strategy configuration method;
in step S402, querying quota usage of each user in the marketing user group; the method comprises the steps of,
in step S403, a corresponding marketing strategy is executed based on the quota usage of each user.
In some embodiments, the corresponding marketing strategy may also be executed according to a user's internet surfing real-time message, a startup/shutdown time message, a voice call real-time message, a location-class real-time message, and the like.
In one embodiment, prior to querying the quota use condition for each user in the marketing user group, further comprising:
quota configuration is performed for each user in the marketing user group.
Based on the same technical concept, the embodiment of the present disclosure correspondingly further provides a marketing strategy configuration device, as shown in fig. 5, which includes a construction module 51, an acquisition module 52 and a configuration module 53, wherein,
the construction module 51 is configured to construct a user perception capability library;
the acquisition module 52 is configured to acquire a user representation of each user in the marketing user population; the method comprises the steps of,
the configuration module 53 is configured to configure marketing strategies for each user in the marketing user population based on the user perception capability library and the user portraits.
Further, the building block 51 comprises:
an acquisition unit configured to acquire user template data;
a construction unit configured to construct a natural person view and a product view, respectively, based on the user template data;
the building unit is further arranged to build a supply chain view based on the product view; the method comprises the steps of,
the construction unit is further arranged to construct a user perception capability library based on the natural person view, the product view and the supply chain view.
Further, the construction unit is specifically configured to: analyzing personal perception, community relationship perception and family relationship perception of each template user based on the user template data; the method comprises the steps of,
and constructing a natural human view based on the personal perception, the community relationship perception and the family relationship perception of each template user.
Further, the construction unit is specifically configured to analyze product purchase conditions of each template user based on the user template data; carrying out product analysis based on the product purchase conditions of the template users, and obtaining analysis results; and constructing a product view based on the analysis result.
Further, the apparatus further comprises:
the acquisition module is used for acquiring user data of all users in a preset range before the acquisition module acquires the user portrait;
an analysis module arranged to analyze the user behaviour of each user based on the user data of all users;
the screening module is used for screening out users meeting preset marketing rules from all the users based on the user behaviors of each user; the method comprises the steps of,
and the determining module is used for determining the screened users meeting the preset marketing rules as marketing user groups.
Further, the obtaining module 52 is further configured to obtain a preset marketing template, where the preset marketing template includes a plurality of marketing strategy sub-templates;
the configuration module 53 is specifically configured to associate each user in the marketing user group with a corresponding marketing strategy sub-module in the preset marketing template based on the user perception capability library and the user image, so as to obtain a marketing strategy configured for each user in the marketing user group.
Based on the same technical concept, the embodiment of the present disclosure correspondingly further provides a marketing strategy executing device, as shown in fig. 6, where the device includes:
marketing strategy configuration means comprising a construction module 51, an acquisition module 52 and a configuration module 53 arranged to configure marketing strategies for each user of a marketing user population;
a query module 61 configured to query quota usage for each user in the marketing user population; the method comprises the steps of,
an execution module 62 is configured to execute a corresponding marketing strategy based on the quota usage of each user.
Further, the apparatus further comprises:
a quota allocation module configured to allocate a quota for each user in the marketing user group before querying the quota usage of each user in the marketing user group by the querying module 61.
For better understanding of the present embodiment, as shown in connection with fig. 7, the marketing strategy executor is divided into a data layer, a configuration layer, and an application layer, wherein,
the data layer mainly relates to marketing related data: a template library 11, which is mainly used for storing related marketing templates, and the marketing templates can also contain related marketing channels; the tag library 12 (corresponding to the building block 51 in this embodiment), the part of data mainly refers to a data tag (belonging to secondary processing data) formed after reprocessing the original collected data, and may include a user identifier (refer to a unique identifier of a user, such as an identity card number, a passport number, etc.), a base tag, a communication behavior tag, a user analysis tag, a location and roaming tag, and a communication behavior tag; the real-time message library 13 (corresponding to the acquisition module 52 in this embodiment) may include real-time data of users of the marketing group, such as user Internet surfing real-time messages, power-on/off time messages, voice call real-time messages, location-based real-time messages, etc
The configuration layer is the core of the whole natural person-based marketing strategy execution device, and mainly comprises two modules, wherein the main functions of the association and strategy configuration module 21 (corresponding to the configuration module 53) are to realize user, product, event, strategy management matching and triggering of a user marketing strategy. The user quota module 22 (corresponding to query module 61, quota configuration module) has the main function of setting, monitoring, and controlling the quota amount.
The application layer mainly refers to a policy configuration application 31 (corresponding to an execution module 62) for inquiring policy basic information and feeding back policy execution conditions based on user identification, inquiring quota configuration based on user identification and feeding back quota use conditions.
Based on the same technical concept, the embodiment of the disclosure correspondingly provides a terminal device, as shown in fig. 8, where the terminal device includes a memory 81 and a processor 82, a computer program is stored in the memory 81, and when the processor 82 runs the computer program stored in the memory 81, the processor 82 executes the marketing strategy configuration method or the marketing strategy execution method.
Based on the same technical concept, the embodiments of the present disclosure correspondingly further provide a computer readable storage medium having a computer program stored thereon, wherein when the computer program is executed by a processor, the processor executes the marketing strategy configuration method or the marketing strategy execution method.
Those of ordinary skill in the art will appreciate that all or some of the steps, systems, functional modules/units in the apparatus, and methods disclosed above may be implemented as software, firmware, hardware, and suitable combinations thereof. In a hardware implementation, the division between the functional modules/units mentioned in the above description does not necessarily correspond to the division of physical components; for example, one physical component may have multiple functions, or one function or step may be performed cooperatively by several physical components. Some or all of the physical components may be implemented as software executed by a processor, such as a central processing unit, digital signal processor, or microprocessor, or as hardware, or as an integrated circuit, such as an application specific integrated circuit. Such software may be distributed on computer readable media, which may include computer storage media (or non-transitory media) and communication media (or transitory media). The term computer storage media includes both volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data, as known to those skilled in the art. Computer storage media includes, but is not limited to, RAM, ROM, EEPROM, flash memory or other memory technology, CD-ROM, digital Versatile Disks (DVD) or other optical disk storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium which can be used to store the desired information and which can be accessed by a computer. Furthermore, as is well known to those of ordinary skill in the art, communication media typically embodies computer readable instructions, data structures, program modules or other data in a modulated data signal such as a carrier wave or other transport mechanism and includes any information delivery media.
Finally, it should be noted that: the above embodiments are only for illustrating the technical solution of the present disclosure, and not for limiting the same; although the present disclosure has been described in detail with reference to the foregoing embodiments, it should be understood by those of ordinary skill in the art that: the technical scheme described in the foregoing embodiments can be modified or some or all of the technical features thereof can be replaced by equivalents; such modifications and substitutions do not depart from the spirit of the corresponding technical solutions from the scope of the technical solutions of the embodiments of the present disclosure.
Claims (7)
1. A marketing strategy configuration method, comprising:
constructing a user perception capability library;
acquiring user portraits of each user in a marketing user group; the method comprises the steps of,
configuring a marketing strategy for each user in the marketing user group based on the user perception capability library and the user image;
the construction of the user perception capability library comprises the following steps:
acquiring user template data;
respectively constructing a natural person view and a product view based on the user template data;
building a supply chain view based on the product view; the method comprises the steps of,
constructing a user perception capability library based on the natural person view, the product view and the supply chain view;
the constructing a natural person view based on the user template data includes:
analyzing personal perception, community relationship perception and family relationship perception of each template user based on the user template data; the method comprises the steps of,
constructing a natural human view based on personal perception, community relationship perception and family relationship perception of each template user;
the building of the product view based on the user template data comprises:
analyzing the product purchase condition of each template user based on the user template data;
carrying out product analysis based on the product purchase conditions of the template users, and obtaining analysis results; the method comprises the steps of,
and constructing a product view based on the analysis result.
2. The method of claim 1, further comprising, prior to obtaining the user representation for each user in the marketing user population:
collecting user data of all users in a preset range;
analyzing the user behavior of each user based on the user data of all the users;
screening users meeting preset marketing rules from all users based on the user behaviors of each user; the method comprises the steps of,
and determining the screened users meeting the preset marketing rules as marketing user groups.
3. The method as recited in claim 1, further comprising:
acquiring a preset marketing template, wherein the preset marketing template comprises a plurality of marketing strategy sub-templates;
the configuring a marketing strategy for each user in the marketing user group based on the user perception capability library and the user image comprises the following steps:
and associating each user in the marketing user group with a corresponding marketing strategy sub-module in the preset marketing template based on the user perception capability library and the user image to obtain a marketing strategy configured for each user in the marketing user group.
4. A marketing strategy execution method, comprising:
configuring a marketing strategy for each user in a marketing user population based on the marketing strategy configuration method of any one of claims 1-3;
querying quota use conditions of each user in the marketing user group; the method comprises the steps of,
and executing a corresponding marketing strategy based on the quota use condition of each user.
5. The method of claim 4, further comprising, prior to querying quota use for each user in the marketing user population:
quota configuration is performed for each user in the marketing user group.
6. A terminal device characterized by comprising a memory and a processor, the memory having stored therein a computer program, which when executed by the processor performs the marketing strategy configuration method according to any one of claims 1 to 3 or the marketing strategy execution method according to claim 4 or 5.
7. A computer-readable storage medium, on which a computer program is stored, characterized in that the computer program, when executed by a processor, performs the marketing strategy configuration method according to any one of claims 1 to 3, or the marketing strategy execution method according to claim 4 or 5.
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