电信行业营销管理平台的设计与实现

发布时间：2018-05-01 05:04

本文选题：营销管理 + 电信行业　；参考：《山东大学》2017年硕士论文

【摘要】：电信全业务运营时代已经随着互联网的高速发展而呈现,电信行业客户表现出需求更加多样化的特点。客户需求将更加可以拉动未来电信这一行业的发展。把用户的实际的需求挖掘出来才能使运营商占据优势竞争的制高点,进行可持续的发展。中国移动作为中国电信行业最大的运营商之一,为了更加准确的洞察用户的需求,实现按照用户需求进行有目标、有方向的精准营销,当前多方运营商在不断推进利用电子渠道进行互联网模式的营销。营销管理平台的建立是为了实现移动利用互联网挖掘客户需求,实现精准营销和营销活动的IT化管理的途径。本文基于电信行业营销现状,从山东移动公司具体需求出发,进行了营销管理平台的需求分析与设计。在技术架构上采用了表示层、业务逻辑层、数据访问层的三层设计,并采用了 B/S的模式进行构建。在具体开发中使用Java语言进行开发,以面向对象思想为指导,同时使用UML语言对系统进行分析与设计,利用用例图、流程图、活动图等对系统进行具体的描述。系统的实现采用了 APPFRAME开发框架,充分利用了其已有组件功能来实现系统的业务功能。本文对APPFRAME框架技术进行了简单的介绍,并给出了其界面控制方式和数据持久化管理结构。采用了 Hibernate进行系统模块进行管理,采用oracle数据库对系统数据进行存储,并利用DAO进行数据封装。在系统的详细设计部分对各个功能模块进行了建模,利用UML的类图进行了模块的静态建模,利用UML的时序图进行了动态建模。在系统实现部分,展示了主要的功能界面,并对每个模块的主要实现算法进行了描述,对部分功能模块列出了关键代码。营销管理平台有五大功能模块:客户群管理功能模块、执行管理功能模块、分析评估功能模块、营销查询管理功能模块、系统管理功能模块。对这五个功能模块分别进行了具体的分析和设计。营销的策划、审批、派单是营销活动进行的主要工作内容,也是营销管理平台的要完成的主要工作内容。对这些主要功能模块做出了具体的流程分析,且给出了实现结果。通过本文的工作,基本实现了按照客户群的不同需求进行有目的的营销的目标,能够大大提高山东移动公司的营销工作的效率和效果。
[Abstract]:With the rapid development of the Internet, the telecom industry customers show more diversified needs in the era of full service operation. Customer demand will be more able to stimulate the future of telecommunications industry development. Only by digging out the actual needs of users can operators occupy the commanding point of superior competition and carry on sustainable development. China Mobile, as one of the largest operators in China's telecommunications industry, aims to gain a more accurate insight into the needs of users and to achieve targeted and targeted accurate marketing in accordance with the needs of users. At present, many operators continue to promote the use of electronic channels for Internet marketing. The establishment of marketing management platform is to realize the mobile use of the Internet to tap customer needs, to achieve precision marketing and marketing activities of IT management approach. Based on the current situation of telecom marketing, this paper analyzes and designs the marketing management platform based on Shandong Mobile Company. The three layers of presentation layer, business logic layer and data access layer are adopted in the technical architecture, and the B / S model is used to construct the architecture. Java language is used to develop the system, which is guided by the object-oriented idea. The system is analyzed and designed by using UML language. The system is described by use case diagram, flow chart, activity diagram and so on. The implementation of the system adopts the APPFRAME development framework and makes full use of its existing component functions to realize the business functions of the system. In this paper, the technology of APPFRAME framework is briefly introduced, and its interface control mode and data persistence management structure are given. The system module is managed by Hibernate, the system data is stored by oracle database, and the data is encapsulated by DAO. In the detailed design of the system, each functional module is modeled, the static model of the module is built by using the class diagram of UML, and the dynamic modeling is carried out by using the sequence diagram of UML. In the part of system implementation, the main functional interfaces are shown, and the main implementation algorithms of each module are described, and the key codes of some functional modules are listed. The marketing management platform has five function modules: customer group management function module, executive management function module, analysis and evaluation function module, marketing inquiry management function module, system management function module. The five functional modules are analyzed and designed respectively. Marketing planning, approval and distribution are the main contents of marketing activities, and also the main work content of marketing management platform. The main function modules are analyzed and the results are given. Through the work of this paper, we basically achieve the goal of marketing according to the different needs of customers, which can greatly improve the efficiency and effect of Shandong Mobile Company.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52

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