The Design And Implementation Of User Self-Spread Marketing System For Value-Added Service

Nowadays, the complexity of current value-added services is more than SMS. And so are their cost of development and marketing. These services are not popular though the users are interested in many of them. With high cost of advertising and broad channel of perceiving, but it is still difficult to raise the utilization rate of these services.The original way to promote the value-added services is to send the messages to group of users. With the development of market, the reply rate is becoming lower and lower. Meanwhile they did it without confirming the target user, so it will not only waste the marketing resources but also disgust some potential users. For the telecom operator and SP, they should focus selecting or designing the effective method to lower marketing cost as well as improve the promotion.The Self-Spread Marketing System is designed to solve the current problems. The system focuses on picking up carefully some potential users and managing the process of promotion in order to achieve the great effect of marketing. It can be applied to promote many value-added services and enables the user invite their friends to subscribe the service through SMS, MMS or IVR which can improve the activeness of users and the effect of promotion. The system takes advantage of the viral marketing which makes the service promotion spontaneously between users so it will lower the cost of marketing.In this paper, the dedicated scheme of design and implementation is presented in detail. The main contents include background of value-added services and viral marketing; analyzing the requirement of the service from the perspective of system function; reaching the solutions with requirement analyzing and capability of existing system platform. But the key part of the paper talked about the general design of the whole system and detailed design of some core supporting modules; the testing procedure of the service and the operation of the system. At last it gives an outlook for the development of Self-Spread Marketing System.