Marketing Support System Of CNC Anshan Branch

With the rapid development of telecommunication business and constant deepening of telecommunication reform, the competition in telecommunication industry becomes increasingly intense and great changes have also taken place in the aspects of content, scope, mode, object, quality, awareness and management of services till operation mode. Previously there was no comprehensive management and inquiry submission method for support management of the marketing channel and user relations as well for the operating analysis on all levels of the entire network because of scattered data resources, complicated interfaces and inefficient sharing of data in all business operating systems of CNC Anshan Branch. How to develop and retain the users and how to provide differential telecommunication services have become the focus of marketing service. The former operating system was unable to support the marketing service management, such as user bonus point accumulation, individual information management of clients and so on. The establishment of marketing management support system is an important integral part of telecommunication marketing strategy. For these reasons, obviously it is very important to establish a new marketing management support system.CNC has launched a marketing service system with"community manager system"as core. The community manager system means that several areas are divided based on the covering range of external line trunk cable or cross connecting terminal within the local network to implement the operating contracting system with the community manager as the person in charge to be responsible for overall marketing and services to clients and potential clients. Carrying out community manager system is helpful to the change of original passive marketing mode, decomposition of responsibility person by person, implementation of merit assessment, extension of service scope, improvement of services and increase users'satisfaction and loyalty thus increasing business income and competitiveness of enterprise.According to the requirements and unified allocation of CNC Group and CNC Liaoning Company, CNC Anshan Branch has carried out marketing system reform and established primarily a new marketing system which faces the market and the users and executes the marketing, service and assessment system with stationary telephone area as core. To ensure the smooth development of marketing system reform, CNC Anshan Branch has decided to develop telecommunication marketing support system, organized a team for developing marketing support system and developed marketing support system at the same time with the marketing system reform.The marketing support system of CNC Anshan Branch is a telecommunication information system based on statistic analysis and also a typical computer information management system.The database research has crossed over three fields such as, computer application, system software and theory, among which the application has promoted development of new system; the new system has brought new theoretical research and the theoretical research has the directive functions to the former two fields. The emergence of database system is a milestone of computer application and makes the computer application change over from scientific calculation to data processing and further make the computer widely used not only in different trades but also in homes. Before it although the file system was able to process persistent data, the system was not able to offer quick access to random data, whereas it is very important to the application of increasingly increase of data flow. The optimized technique is often very complicated and not easy to realize for common users, therefore it will be realized by the system software (database management system), and meanwhile the simple and easy database language will be offered to the users. Since the operation of database is accomplished by the database management system, database will exist independent from the specific application program and will be shared by multi users. Independence and sharability of data are the main features of the database system. The data sharing has saved large quantity of manpower and material and laid firm foundations for wide use of database system. The emergence of database system has made the common users being able to store daily data into computer easily and access to them rapidly whenever necessary, thus making the computer enter into all trades and homes in addition to scientific research institutions. The development of the system has adopted C/S structure which mainly includes background database establishment and data generation as well as front end application program. For the former, it is requested to establish a database with good consistence, completeness and safety. But for the latter, it is requested that the application program should have complete functions and be easy to use.This paper introduces the background of the project at the first and the background elementary knowledge of database later and proposes the overall requirements for marketing support system, meanwhile carries out demand analysis using the object-oriented design method. At the stage of demand analysis, the functional demand of the system is described by use case method with Rational Rose as establishing model. Then the paper enters into concept design stage of the system and introduces the design concept of the telecommunication marketing support system and overall thinking, describes the principle and method of generating marketing areas and sets up information and function model of the system. This paper also introduces the developing environment of the system. We have used Borland's Delphi developing tool and other object-oriented tools to establish system application prototype in short period of time, then carry out demand iteration to the initial prototype system, continuously revise and improve the system until the feasible system of user's satisfaction is formed. On this basis, the paper describes the detail design of the system in the aspects of data model, system deployment and so on. At last, the paper summarizes the work and set forth the places to be improved in the system.