电信企业营销渠道管理系统的设计与实现

发布时间：2018-01-10 19:07

本文关键词：电信企业营销渠道管理系统的设计与实现　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国电信市场竞争的加剧,电信企业在由卖方市场向买方市场的转变过程中,只有不断提高自身的市场管理能力和管理水平,才能在激烈的市场竞争中保持相应的份额。当前电信网络硬件设施的差距越来越小,竞争主要体现在对客户的服务上,这样电信运营企业将以客户的价值取向和消费心理为导向,经营模式和服务体系也从“以业务为中心”转变为“以客户为中心”。因此,对于各大电信企业而言,开发出一套为营销管理工作提供服务的信息化管理软件非常必要。应用当前先进的计算机网络和通信技术,提高企业经营管理水平是企业取得竞争优势的关键所在,目前,各大电信公司都在开展营销渠道管理信息化工作,本课题来源于浙江电信公司。通过研究,论文工作的特色主要体现为:(1)本文主要采用J2EE技术,选择Struts框架,实现了一个基于MVC模式的营销渠道管理系统。该系统包括了营销活动管理、营销渠道管理等功能模块。其中,营销活动管理实现了对营销活动发起、方案制定、实施、评估的全过程跟踪管理;营销渠道管理提供了对公司自主渠道管理、代理商渠道管理的解决方案。(2)本文在分析营销渠道管理的用户需求之后,重点讨论了J2EE技术在系统开发中的应用,给出了系统的软件架构,然后对系统的各功能模块进行了详细设计,并讨论了系统数据库的实现过程。接着,重点讨论了MVC在系统开发中的应用,并在MVC模式的基础上,给出了营销活动管理、营销渠道管理的编码实现过程。最后,对系统的测试过程进行了描述,给出了系统功能测试和性能测试方法和用例。(3)本文研究的电信企业营销渠道管理系统,实现了业务逻辑与显示页面分离,提高了应用系统的可维护性、可扩展性、可移植性和组件的可复用性。经过测试,营销渠道管理系统的功能模块和性能指标均能满足用户的实际需求。目前,该系统已在浙江电信公司正式上线运行,从运行状况来看,该系统的流程设计合理、简便易用,极大减轻了浙江电信公司营销管理人员的工作压力,有效提高了该公司的营销管理工作效率和水平。
[Abstract]:With the aggravation of the competition in the telecommunication market of our country, the telecom enterprises only improve their market management ability and management level in the process of transforming from the seller's market to the buyer's market. In order to maintain the corresponding share in the fierce market competition, the current telecommunications network hardware facilities gap is becoming smaller and smaller, the competition is mainly reflected in the customer service. In this way, telecom operators will be guided by customer value orientation and consumer psychology, and the business model and service system will also change from "business-centric" to "customer-centric". It is very necessary to develop a set of information management software which can provide service for the marketing management. The application of the current advanced computer network and communication technology is very necessary for the major telecom enterprises. To improve the level of enterprise management is the key to obtain the competitive advantage. At present, the major telecom companies are carrying out the marketing channel management information work, this topic comes from Zhejiang Telecom Company. Through the research. This paper mainly adopts J2EE technology and chooses Struts framework. A marketing channel management system based on MVC mode is implemented. The system includes the function modules of marketing activity management, marketing channel management and so on. Among them, marketing activity management realizes the initiation of marketing activities. Project development, implementation, evaluation of the entire process of tracking management; Marketing channel management provides a solution to the company's independent channel management and agent channel management. This paper mainly discusses the application of J2EE technology in the system development, gives the software architecture of the system, then designs the functional modules of the system in detail, and discusses the implementation process of the system database. This paper mainly discusses the application of MVC in the system development, and on the basis of MVC mode, gives the coding implementation process of marketing activity management and marketing channel management. This paper describes the testing process of the system, and gives the system function test and performance test method and use case. 3) the telecom enterprise marketing channel management system studied in this paper realizes the separation of business logic and display page. It improves the maintainability, extensibility, portability and reusability of the application system. After testing, the function module and performance index of the marketing channel management system can meet the actual needs of users. The system has been officially put into operation in Zhejiang Telecom Company. From the point of view of the operation situation, the flow chart of the system is reasonable and easy to use, which greatly reduces the working pressure of the marketing managers of Zhejiang Telecom Company. Effectively improve the company's marketing management efficiency and level.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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