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Telecommunications companies targeted marketing management system design and implementation

Author: LeiHaiYan
Tutor: WuZhengHua；DuanDengGao
School: University of Electronic Science and Technology
Course: Software Engineering
Keywords: targeted marketing management systems data mining system functions
CLC: TP311.52
Type: Master's thesis
Year: 2011
Downloads: 24
Quote: 0
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Abstract


With China’s rapid economic growth and the great demand for telecommunications services in our society, we have promoted the rapid development of the telecommunications industry. With these developments, the competitive patterns in communications market have undergone tremendous changes, under which passive customers have changed into active consumers and the marketing concept has replaced the product marketing theory. And market structure moved from monopoly to competition in international market competition. As market competition intensifies, the existing telecom business supporting systems can not meet the needs of the telecommunications business. So that needs to be improved. All these imply that there are no sufficient data applications mainly in the application system. Incomplete data sharing, inconsistent data retention period and inconvenient data query still exists in its development. And all the telecommunication businesses lack one to one marketing proposal and the marketing efficiency is still very low and the marketing assessment is not in place.Telecommunications businesses have constructed some information management systems based on the marketing management system with the help of computers and network technology. In this system the entire system structure, function modules, and the database are designed with customers as the center. Technically mature J2EE technology is used to d to achieve good structure and scalability. In the system architecture is also used in popular STRUTS technology according to the MVC architecture to adapt of the design of each functional module and the relationship between the various levels. Powerful back-end database have been used in the Oracle database management system support. Applications of existing data warehouse technology telecom IT systems integration, consistency and data sharing have been put forward in customer data mining techniques, behavior, accounting, competition and other information extraction analysis, calculation, prediction. In order to meet the needs of different levels of data usage, we have enhanced the value of enterprise data applications to provide decision makers with reliable, objective, scientific basis for decision making. Net technology will be distributed in different locations of information resources. Telecommunication businesses have established a unified view of customer marketing to achieve a local or remote access, self-service access number. Through configuration Marketing activities realized from the target customers, marketing, information provision, marketing design and execution monitoring, impact assessment of the closed-loop marketing have fulfilled in marketing process and marketing activities in real-time monitoring of the marketing process. To conduct a comprehensive impact assessment; Consumption for different body designs have been recommended in different marketing packages and one to one targeted marketing. These systems have been tested to meet the design features and they have dominant characteristics of stability and accuracy. When put into use, they have achieved good economic and social benefits in the market.

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CLC: > Industrial Technology > Automation technology,computer technology > Computing technology,computer technology > Computer software > Program design,software engineering > Software Engineering > Software Development
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