| China's communications industry has considered the industry restructuring as their most important way to deal with both the development of telecommunications technology and future changes in the market. Practical application of new technologies such as 3G technology will provide more opportunities and uncertainties for the telecommunications business. To achieve good operating results, Telecom companies must spare more efforts on the judgments of the market trends and the fast responses of the market changes. However the rapid development of telecommunications market and the big increasing number of users make it unrealistic to make marketing strategy just relying on experience. Now days, we have to use IT technology to monitor, statistic and analysis the data such as customer data, consumer characteristics and user's habits to make the right marketing policies timely and justly.This paper introduces the development of BI, then finds the ultimate demand behind the superficies, by analyze the difficulty in design phase and practice phase, with we have learned knowledge about Information Management, Marketing theory and sales management, provide a information-based solution, which help industry growing, through the way of help manager of industry know about the market trends with accuracy and constitute marketing strategy quickly.This paper has been divided into six chapters: The first chapter is a introduction, it is a brief introduction of the current development of the telecommunications industry and the importance of the BI building, this chapter relates to the thesis research ideas, methods and it focus on the contents of this paper itself; The second chapter is a summary of the theory, we make a detailed exposition on the concept, theories and some applications referred in this paper; At third chapter, we analyze the usage of BI in international combination with the development of BI, find the problem in the phase of design and practice. Chapter IV introduce the condition of telecom market in Taian , at the base of third chapter , conclude the solution of building and popularizing BI. Chapter V is a exhibit. Through the descriptions of some BI cases, we can see that guiding by the ideology of the fourth chapter, what we have achieved after building a BI systems; Chapter VI is the sum-up of the paper. This paper focuses on the way how to integrate theory and practice. Through the analysis and the study of large numbers of actual cases, we have made following three innovations:a) BI system is a tool supporting for enterprise developments. It can be used for companies at all levels but not just limited to a certain level. It can be not only used both to provide data analysis supports for the company's decision-making leaders, but also to provide the action instructions for the frontline Staff.b) The implementation of development should be based on the business demands. We also should focus our energy on building a fast and efficient report form which is easy to use and easy to understand. After all, the content of the BI system is still based on the data.c) The interface design and aggregate demand of BI is key to the success; this combination of Taian Branch of Shandong Mobile Communication Company's actual situation, given the unique needs of interface design and assembly processes, and in practice received Good results. |
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