联通增值业务渠道营销运营支撑系统的设计与实现

发布时间：2018-01-25 11:54

本文关键词： 营销管理佣金查询渠道信息管理业务推荐　出处：《吉林大学》2016年硕士论文　论文类型：学位论文

【摘要】：目前随着增值业务的普及和各项增值业务种类的增多,增值业务逐渐成为运营商新的业务增长点,增值业务收入的比例也日益攀高。增值业务的渠道激励、营销管理、用户管理方面与传统语音业务相比存在诸多不足。在销售渠道方面,没有整合的增值业务销售渠道,各个销售渠道独立,难以根据营销活动的特性组合渠道资源进行营销,部分环节。在营销管理方面,现在只有增值业务运行开通支撑系统,没有增值业务的营销运营管理平台。在用户管理方面,目标用户的获取过程相对独立,无法获取以前的营销活动数据关联,大量有价值的数据难以保存和管理。系统内部基于JAVA、PRO*C、PL/SQL等开发语言实现。系统采用三层架构(核心数据层、业务逻辑层、展现层)的技术路线。系统与其他系统的接口采用多协议的技术路线。与营帐系统采用h2协议进行数据交互;与IVR平台采用TCP/IP协议的SOCKET通讯机制;与销售平台(代理商)平台采用数据库或文件接口;与短信网关采用TCP/IP协议的SOCKET通讯机制。功能上设计业务体验模块由代理商登陆、业务体验文件下载、产品类别导航、产品体验、产品开通等核心功能模块构成。代理商系统功能模块包括产品业务查看、业务推荐查询、短信查询、佣金查询、任务管理、投诉建议、知识库查看、产品登记开通、论坛功能。设计后台管理功能模块包括系统管理、类别管理、渠道信息管理、佣金管理以及查询统计的功能。最后对系统进行测试,修改测试缺陷,保证系统上线运行。通过建立增值业务渠道营销运营支撑系统的建设打造多渠道互联互通的融合性营销平台,为客户经理创造全方位的销售便利,使客户经理可以更方便快捷的帮助客户开通增值业务,提升客户满意度,同时,获取相应的佣金报酬。实现营销政策、活动流程、用户行为、结果反馈管理,对营销活动进行全程跟踪,形成闭环的营销体系。对用户定制行为和营销行为深度分析,实现精准营销,提高运营效率。
[Abstract]:At present, with the popularity of value-added services and the increase in the types of value-added services, value-added services gradually become a new business growth point of operators, value-added business revenue ratio is also increasing. Marketing management, user management compared with the traditional voice business, there are many shortcomings. In sales channels, there is no integrated value-added business sales channels, each sales channel is independent. It is difficult to combine channel resources according to the characteristics of marketing activities, part of the links. In the marketing management, only value-added business operation open support system. In the aspect of user management, the acquisition process of target users is relatively independent, and the data association of previous marketing activities can not be obtained. It is difficult to save and manage a large number of valuable data. The system is based on Java Pro / P / SQL and other development languages. The system adopts a three-tier architecture (core data layer, business logic layer). The interface between the system and other systems is based on multi-protocol. The SOCKET communication mechanism of TCP/IP protocol is adopted with IVR platform. Use database or file interface with sales platform (agent) platform; With the short message gateway using TCP/IP protocol of SOCKET communication mechanism. Functional design business experience module by the agent login, business experience file download, product category navigation, product experience. Product opening and other core functional modules. Agent system functional modules including product business review, business recommendation inquiries, SMS inquiries, commission inquiries, task management, complaints and suggestions, knowledge base view. Product registration, forum function. Design background management function module including system management, category management, channel information management, commission management and query and statistics functions. Finally, the system is tested. Through the establishment of value-added business channel marketing operation support system construction to create a multi-channel interconnection and interworking fusion marketing platform. For the account manager to create a comprehensive sales facilities, so that the account manager can help customers to open value-added services more quickly, improve customer satisfaction, at the same time, get the corresponding commission remuneration to achieve marketing policies. Activity flow, user behavior, result feedback management, tracking the whole process of marketing activities, forming a closed-loop marketing system. The analysis of customer customization behavior and marketing behavior depth, to achieve accurate marketing, improve operational efficiency.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP311.52

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