大庆移动营销资源管理系统的研究

发布时间：2018-03-09 16:56

  本文选题：营销资源管理系统　切入点：工作流　出处：《东北石油大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网市场需求的逐渐扩大,移动运营商之间的市场营销竞争日趋激烈,为了在竞争中占据市场的主导位置,各个移动运营商都加大了市场营销的力度,改变传统的营销观念,企业逐步从以产品为中心向以客户需求为中心转变,对客户的需求分析、对营销资源的精细化、个性化订制、流程化管理显得愈为重要。本文主要针对大庆移动号码类资源和SIM卡类资源供需不均衡以及企业内部资源管理流程不畅的问题开展研究,以期实现企业多种营销资源的有效管理与整合。在营销资源管理流程中引入工作流理念,设计了一个多层的基于WEB的资源管理系统,主要实现了对营销资源的入库、审批、调配、出库等功能,通过建立营销资源调拨模型,合理运用多级队列反馈算法,以满足资源有效流入不同渠道网点库中;同时将通过建立资源预警机制、设置阈值,保证各类渠道网点资源库中资源分配及时有效、公平合理。除上述以外,辅以资源信息查询、资源信息报表、资源生命周期管理等模块,整合数据反馈至公司和用户,达到动态监控营销资源应对市场多变需求的目的。本系统采用多层的基于WEB的结构设计,系统包含资源入库、资源审批、资源调配、资源出库、资源生命周期管理等模块,将营销资源管理流程按模块分类处理,对大庆移动营销资源实现了有效的管理,系统实现了良好的稳定性和扩展性。
[Abstract]:With the gradual expansion of mobile Internet market demand, the marketing competition among mobile operators is becoming increasingly fierce. In order to occupy the dominant position in the market in the competition, all mobile operators have increased the intensity of marketing. Changing the traditional marketing concept, the enterprises gradually change from product-centered to customer-demand-centric, analyze the customer's demand, refine the marketing resources, and customize the marketing resources. Process management is becoming more and more important. This paper mainly focuses on the imbalance between supply and demand of Daqing mobile number resources and SIM card resources, as well as the unsmooth flow of resource management within enterprises. In order to realize the effective management and integration of various marketing resources in enterprises, this paper introduces the concept of workflow into the management process of marketing resources, and designs a multi-tier resource management system based on WEB, which mainly realizes the storage and approval of marketing resources. By establishing the marketing resource allocation model and using the multilevel queue feedback algorithm reasonably to satisfy the resource flowing into the different channel network storehouse effectively, at the same time, the threshold value will be set up through the establishment of resource warning mechanism. In addition to the above, the resource information inquiry, resource information report, resource life cycle management and other modules are added to integrate the data feedback to the company and users. The system adopts multi-layer structure design based on WEB. The system includes the modules of resource storage, resource approval, resource allocation, resource exit, resource life cycle management and so on. The process of marketing resource management is classified into modules, which realizes the effective management of Daqing mobile marketing resources, and the system achieves good stability and expansibility.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP315;F626;F274
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本文编号：1589418