Design And Application Of A Marketing Supporting System With Broad-coverage, Multi-leveled And Individual Characteristics

This paper originates from the projects of the reforms in marketing system of China Telecom. At present, approaches to marketing in China Telecom have changed from negatively waiting for the customers in business hall to positively involved in marketing activities with a broader coverage. Due to the limitations on objectives of design, the present business supporting systems, including "97" system, charging and accounting system, service provision system and resources management system, are not able to meet the needs of the new marketing mode. Therefore, it is necessary to establish a new marketing supporting system that can provide data and analysis for respective departments and staff members. The theme of this paper is framework design of a marketing supporting system for China Telecom of Anhui province. This paper focuses on software framework design and software application of the new system, which based on combining the data from present respective systems and the purpose of which is to adapt itself to the new circumstances of marketing in China today. On the other hand, a brief introduction of theories of network design and hardware integration is made in this paper. The major points of the new system are as follows: Firstly, a concept of "Four Levels, Two Bases" in terms of software framework has been proposed, that is, the software is programmed on the basis of four levels including data level, public interface level, business level and input level. Meanwhile, database and regulation base are established so as to set up a systematic software framework. Secondly, basic data, the data from respective present systems, are arranged and put in order. Exact-transform-load is used in input of data from different systems. Altogether 567 items of data in four categories, including line of products, bills due, accounts and resources, are standardized so that the system is able to process and analyze all kinds of data. Third, the programming of functional module is to meet the needs of the business. Support of marketing strategies and marketing activities will be provided for users at different levels by means of sales management, product management, activity management, service & guarantee and performance evaluation. Forth, allocation scale and functionof service adapter is to be determined by calculating TPMC. Finally, design of the system framework has been proposed.