中国移动营销活动支撑平台的设计与实现

发布时间：2018-03-17 16:51

本文选题：运营商　切入点：互联网　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国移动近年在加强互联网建设,加大对电子渠道的推广力度,越来越多的互联网营销活动陆陆续续在电子渠道开展,互联网化营销活动本身具有的爆发性、实时性等特性对传统的电子渠道业务承载造成了巨大的冲击。如果按照传统的电子渠道业务承载的方式进行营销活动的研发,必然不能满足营销活动的需求。本文介绍的营销活动支撑平台通过对电子渠道营销活动特点的分析和总结,试图找到通过配置发布营销活动的方式,节约营销策划的时间和人力成本,满足互联网时代快节奏营销活动的需要。开发人员通过分析产品特点和用户特征,提炼出了系统的需求。该系统主要包括营销活动入口管理、页面模板管理、营销配置管理和活动管理四大功能模块。作者参与了营销配置管理模块和活动管理模块的设计和开发工作。营销活动入口模块：该模块负责营销活动入口(触点)的管理。包括触点的创建,修改,查询,发布、触点的启用,停用、触点的使用情况、触点效果预览等功能。页面模板管理模块：该模块负责展示用户参与活动的相关页面。用户可以在交互页面获取活动的相关信息、参与活动、查看个人参与记录、跟踪活动进度等。营销配置管理模块：即活动策划执行人员管理活动相关信息的模块。活动策划执行人员可以通过该模块进行营销资源管理、营销流程管理和系统管理等。活动管理模块：活动的创建、管理模块。系统业务功能验证结果表明营销活动支撑平台能够满足主要形式的营销活动基本功能的要求。目前,该项目暂处于试研发阶段,并即将交付运营商试运行,同时会完善营销活动数据分析等功能并根据客户反馈进行改进。
[Abstract]:In recent years, China Mobile has been strengthening the construction of the Internet and increasing the promotion of electronic channels. More and more Internet marketing activities have been carried out in electronic channels. The Internet-based marketing activities themselves are explosive. The real time characteristic has caused the huge impact to the traditional electronic channel service carrying. If the traditional electronic channel business carries on the marketing activity research and development according to the traditional electronic channel service carrying way, must not satisfy the marketing activity demand. Based on the analysis and summary of the characteristics of marketing activities in electronic channels, the supporting platform of marketing activities introduced in this paper tries to find out the way of distributing marketing activities through configuration and to save the time and manpower cost of marketing planning. To meet the needs of fast-paced marketing activities in the Internet age. By analyzing the characteristics of the products and the characteristics of the users, the developers extracted the requirements of the system. The system mainly includes the management of the entry of marketing activities, the management of page templates, The author participated in the design and development of the marketing configuration management module and the activity management module. Marketing activity entry module: this module is responsible for the management of the marketing activity entrance (contact). It includes the function of creating, modifying, querying, publishing, using contact, deactivating, using contact, previewing contact effect and so on. Page template management module: this module is responsible for displaying the relevant pages of user participation. Users can obtain relevant information of activities, participate in activities, view personal participation records, track the progress of activities, etc. Marketing configuration management module: that is, activity planning executive personnel management activities related information module, activity planning executive personnel can use this module to manage marketing resources, marketing process management and system management. Activity management module: activity creation, management module. The results show that the platform can meet the requirements of the main forms of basic functions of marketing activities. At present, the project is currently in the phase of trial and development, and will soon be delivered to operators for trial operation. At the same time will improve the marketing activities data analysis and other functions according to customer feedback to improve.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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