Research And Improvement Of Marketing Management Subsystem Of IDP

Nowadays, Mobile operators are changing from the mobile communications specialists to mobile information specialists. With the transform of mobile operators in the role of strategy, the entire value-added services market is changing. Mobile operators have already started to integrate market and probe self-supporting service. According to the present trend, an integrated data-service platform is the direction of the development of mobile data services. Different types of value-added data services can be developed quickly in this platform. Under the current status of mobile data services, we introduce an integrated data platform (IDP). The IDP is designed for all kinds of data services with fully integrate community resources.IDP is an open, modular, standards-based platform. Downwards, it provides communications capability with ISMG (Internet Short Message Gateway), MMSC (Multimedia Message Service Center), BOSS (Business & Operation Support System), WAP (Wireless Application Protocol) Gateway and other functional entities. Upwards, it provides user authentication, SMS (Short Message Service) / MMS (Multimedia Message Service) sending and editor, user management and other public functions. The main structure and the capability are on the basis of meeting existing data products. Service developers no longer need to concern about the underneath communication with other network entities, they can pay more attention to the development of service logic. IDP has been applied as many service systems. After running for months, these running systems come across a common problem: the number of users does not increase as it was predicted. The main reason is that the way we popularize our services is too extensive and this confused our users. So, IDP needs more efficient ways to popularize services.Then, the booming mobile data services and the IDP project are present as the background, and the analyze of service type, service trend and the marketing functions of IDP leads to the Closed Loop Marketing(CLM), then the details of CLM are introduced. To highlight the advantage of CML, comparisons of old marketing functions and new functions of CML are made. According to the features of IDP architecture and the demands of CLM, the key design points of IDP Marketing Subsystem are proposed.Subsequently, the process of building marketing subsystem with Java 2 Platform Enterprise Edition technology (J2EE) and Service Component Architecture technology(SCA) is presented in detail. This is the most important part of this paper. Before introducing the structure of the system, several popular architecture styles are compared, and the most reasonable one is selected. Module design is introduced in a bottom-up order, from the design of service to the design of service component, including the implementation details of marketing logic. The introduction shows the advantages of the combination architecture.Finally, function test and performance analyze of IDP marketing subsystem are discussed. The function tests are executed under the JUnit framework, a testing framework. According to the marketing functions, we design all the function tests and present the results. The performance analyze is carried on by comparing the performance of old IDP marketing process and the performance of CLM.