面向移动增值业务营销系统的设计与实现

发布时间：2018-02-20 20:01

本文关键词： 移动增值业务营销营销活动 ACT 数据分析　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动通信的发展,移动增值业务开始兴起。其产业链日趋完善,分工越来越细;移动增值业务对网络通信技术、个性化、交互性和适应性的要求不断提高;各种计算机技术和通信技术的不断创新和日趋成熟为移动增值业务提供了可靠的保证。移动增值业务就是在移动通信网上开发运行除了语音等基本业务以外的服务类型,其定义是:利用移动通信网络向个人或企业组织提供的增值业务,主要包括移动短信、彩信、手机游戏、手机阅读、手机助手,手机游戏、手机视频等等。移动数据业务的发展,不仅促进了人们的沟通,也为一些SP带来了可观的收入,调查显示,国内一些知名门户网站的收入中,移动数据业务的收入已经超过了其总收的1/3。而移动增值业务的发展,使得营销尤其重要。本文主要讨论在移动增值业务平台,如何建立营销系统,考虑增值业务产品生命周期的不同发展阶段,推进精细化营销,引导客户逐步由认可向活跃阶段发展,带来稳定收入是数据业务营销能力建设的一个方向。同时,如何应对市场不断变化的竞争形势,满足不同客户群体不断增长的需求,也给增值业务营销能力建设提出了快速响应的要求。为继续发挥增值业务的先发优势,提升主要增值业务的普及率及使用量,以便优质、高效地推进增值业务的发展。本系统在开发时,研究公司的营销活动怎样从系统里抽取底层数据,进行数据清洗,按照规则形成目标客户群,生成营销活动的数据分析与方案设计、线上营销的数据分析与方案设计、业务的监控、渠道营销的数据分析等方案总结做出了详细的需求分析。根据其特点选择合适的开发平台和技术,实现系统的功能。系统的数据将会为移动增值业务的营销做出巨大的贡献。本系统上线后,提高了营销活动投资回报率和业务订购量,为四川移动的领导以及相关的业务人员在做营销活动时的工作做出了大力的支撑。在促进增值业务销售以及订购的同时,还提高了公司的信息化程度,本系统的出现和普及,对未来电信行业的发展有着重要且特殊的意义,并且在日益发展的信息化时代有着更加广阔的前景。
[Abstract]:With the development of mobile communication, the mobile value-added service begins to rise, and its industrial chain is becoming more and more perfect, and the division of labor is becoming more and more detailed, and the requirements of mobile value-added services for network communication technology, individualization, interactivity and adaptability are constantly raised. The continuous innovation and maturity of various computer and communication technologies provide a reliable guarantee for the mobile value-added service. Mobile value-added service is to develop and run the service types other than the basic services such as voice on the mobile communication network. Its definition is: using mobile communication network to provide value-added services to individuals or business organizations, mainly including mobile SMS, MMS, mobile games, mobile reading, mobile assistant, mobile games, Mobile video and so on. The development of mobile data service not only promotes communication among people, but also brings considerable income to some SP. The revenue of mobile data service has exceeded one third of its total revenue. The development of mobile value-added service makes marketing especially important. This paper mainly discusses how to establish marketing system on mobile value-added service platform. Considering the different development stages of the life cycle of value-added business products, promoting refined marketing, guiding customers to develop from recognition to active stage, bringing steady income is a direction of data business marketing capacity building. How to cope with the changing competition situation in the market and meet the increasing demand of different customer groups, and also put forward the requirement of quick response to the building of value-added business marketing ability, in order to continue to give play to the advantages of value-added business, To improve the popularity and usage of major value-added services in order to promote the development of value-added services with high quality and efficiency. When the system is developed, it studies how the marketing activities of the company extract the underlying data from the system and carry out data cleaning. According to the rules to form a target customer group, generate marketing activities data analysis and scheme design, online marketing data analysis and scheme design, business monitoring, The data analysis of channel marketing and other schemes summarized the detailed demand analysis. According to its characteristics, select the appropriate development platform and technology, Realize the function of the system. The data of the system will make a great contribution to the marketing of mobile value-added service. It has made great support for the leadership of Sichuan Mobile and related business personnel in the work of marketing activities. While promoting value-added business sales and ordering, it has also improved the degree of informatization of the company, the emergence and popularization of this system. It has important and special significance for the future development of telecommunication industry, and has a broader prospect in the increasingly developing information age.
【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

【共引文献】