【作者】 冉孟轩；

【导师】 王新军；

【作者基本信息】 山东大学 ， 软件工程（专业学位）， 2013， 硕士

【摘要】 国内通信企业在经过十多年的拆分、改革之后,形成了目前中国移动、中国电信、中国联通三家激烈竞争的局面。随着市场的饱和、竞争的加剧、赢利点的降低,通信市场的增长力逐渐萎缩,如何深挖客户,发掘市场的增长点,精细化的市场营销和数据分析显得日益重要,以往粗狂式的市场营销政策和数据分析手段已远远不能满足当今市场营销的需求。当前,通信市场极度细分,消费群体进一步分化,不同消费群体的数量逐渐变小,消费群体的划分趋向更加细致,从现在粗放式营销模式转向精细化营销模式,以物理网格为基础单位实施统一的网格化营销成为必然。本营销管理系统的设计开发,就是为适应通信行业精细化市场营销的需求,由公司一把手亲自督办的一项重要工程。本系统要建设成一个围绕一线生产的运行、分析、展示、监控、预警一体化系统,系统强调过程管理以及数据挖潜,最终目标是搭建一个面向全局、全业务的综合性生产系统。该系统的开发工具采用现今流行的eclipse+MyEclipse开发环境,利用Java编程技术,基于成熟的SSH2(Struts2+Spring+Hibernate)架构,数据库(orcal10)和应用服务器(weblogic)都使用企业级。在程序设计上采用MVC模式来设计开发,使得程序的显示、处理、控制更加清晰,增强程序的可维护性和可扩展性。本系统通过开发宽带业务模块、3G业务模块、2G业务模块、融合业务模块等几大数据分析模块,达到全业务模块化整合、流程管理、数据网格化逐级下钻、市场数据集成共享的目标,建立评估与分析模型挖掘数据潜力等先进的理念以及方法,并通过IT方式在公司推行精确营销与管控的新模式、新思路,建设与应用同步进行,尽快使其效益最大化。更多还原

【Abstract】 Marketing management system needs to build a production line running around, analysis, display, monitoring, early warning system, system emphasizes process management and data digging, the ultimate goal is to build a comprehensive production system for global, full service.The system through the whole business module integration, process management, data grid step by step, integration of information resources sharing, the establishment of evaluation and analysis of data mining model potential of advanced concepts and methods, new models, new ideas and the implementation of precision marketing and management in the company through the IT mode, the construction and application of synchronization, the to maximize the benefit as soon as possible.The system uses the popular java language development, mature technology based on SSH (Struts+Spring+Hibernate) framework, database using Oracle11g. Process development room over the years has been committed to the development of technology, the architecture of JAVA JSP based on J2EE, technical architecture major support system with the group, province company is the same, is the international mainstream of the software architecture, the technology is mature, suitable for large-scale business system development and deployment, and open source technology can save a number of software investment.Through the construction of marketing management system, based on the integration of enterprise resources data, and production personnel management can master the information in real time, a good foundation for the fine management to lay, to increase information sharing, improve work efficiency, power management decision-making has played a good role.At present, the system has entered the maintenance phase, the system runs in good condition. The system is a good solution to the marketing management of chaos management malpractice, very good to improve the management level of the company’s marketing.更多还原