关于A电信公司套餐评估体系的研究

发布时间：2018-03-03 02:33

本文选题：电信行业　切入点：套餐优化　出处：《电子科技大学》2011年硕士论文　论文类型：学位论文

【摘要】：电信业务具有地域覆盖广、用户规模大，需求多变、流程规则复杂、产品种类繁多、集约化运营等特点，需要对市场快速响应，而这也对电信全网全业务套餐支撑提出新的挑战。为了顺应市场竞争的需要，前端部门进行了大量的套餐设计，造成套餐数量迅速增长，但套餐质量参差不齐。因套餐数量增长，引起了一些新的问题，如：客户经理难以掌握众多的套餐，业务广告分散，业务解释困难，营销效果不佳，风险难以管控等。为改善A电信公司营销套餐的困境，本文基于电信的实际业务，分析影响套餐价值的要素，结合电信的数据仓库建设思路，整合电信套餐的宽表数据。为总体评估整个企业的套餐结构，首先需要建立套餐评估指标，然后使用数据仓库中的信息，按照统计方法计算出评估指标数据。在套餐评估指标数据中，通过层次分析方法进行数据的加工处理，对现有套餐进行评估，筛选出优质套餐与劣质套餐，然后对套餐结构进行优化。根据套餐评估的结果，优化套餐结构，，可以有效解决套餐的诸多问题。在营销实践中，还可以结合数据挖掘改善客户的针对性营销，提升套餐营销的效率，改善客户服务质量。本文通过五个章节对套餐评估进行研究，第一章分析业务背景与存在问题，同时也描述当前同行业的相关研究。第二章描述套餐分析涉及的基础理论，并通过问题分析明确套餐评估中需要关注的要素；同时也提供了套餐评估中使用的一些方法。第三章重点描述数据整合处理的流程，确定套餐评估的可行性。第四章用实际案例说明套餐评估的可操作性。在第五章给出套餐评估的研究结果，以及未来的展望。
[Abstract]:Telecom business has broad geographic coverage, large-scale users, demand is changeable, complex process rules, product variety, intensive operation characteristics, need to respond quickly to the market, which is also in the telecommunications network business package to support new challenges. In order to meet the needs of market competition, the front of the package design department a large number of packages, resulting in the rapid growth of the number of packages, but the quality is uneven. Due to the growth of the number of packages, caused some new problems, such as: customer manager to master many packages, business advertising business dispersion, interpretation difficulties, marketing effect is poor, risk is difficult to control.
In order to improve the A telecom company marketing package dilemma, the paper business of Telecom based on the analysis of the factors affecting the value of the package, the data warehouse construction of Telecom with wide table data integration. For the overall evaluation of telecom feeset package structure of the whole enterprise, first of all need to build the package evaluation index, and then use the information in the data warehouse according to statistics, calculate the evaluation index data. In the course of the evaluation index data, processing data by AHP method, evaluates the existing package, select high-quality packages and inferior packages, and the package structure is optimized.
According to the results of package assessment, the optimization of package structure can effectively solve many problems of packages. In marketing practice, we can combine data mining to improve targeted marketing of customers, improve the efficiency of package marketing, and improve the quality of customer service.
Through five chapters on package evaluation is studied, the first chapter analyzes the business background and problems, and describes the current research in the same industry. The second chapter describes the basic theory related to package analysis, by analyzing the problems need to pay attention to factors in the assessment of clear package; at the same time, some methods used in the evaluation of the package is also provided the third chapter focuses on the description of the data. The integration process, determine the feasibility assessment package. In the fourth chapter, using actual cases to illustrate the operational assessment package. The results evaluation is given in the fifth chapter package, and the prospects in the future.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F626

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