The Research On The Construction Of Beijing Unicom BASS And Application For The 3G Marketing

In the face of increasingly fierce market competition in the telecommunications, the telecom carriers start to think about how to make use of the massive business data to data mining the useful information for business development, which is helpful to know the customer's needs and preferences, provide the customer with personalized services, shorten the service chain, improve the capability of the company's business decision-making, and enhance the innovation capability and the core competitiveness. As the operation strategy of the telecom carrier changes from the network-oriented to the customer-oriented and more attentions are paid on marketing, so the business analysis support system (BASS) has become more and more important. The goal of the BASS is to build a unified data information platform, which makes use of the technology of data warehouse and data mining, extracts valuable business information, provides efficient support to the customer service and marketing, raises the level of business operations and competitiveness.This paper introduces the concept of the business analysis support system, related technology and its development at first. And then, this paper analyzes the 3G market environment of China Unicom and induces the urgency and importance of the construction of the BASS. We elaborate the BASS's role for the 3G marketing through talking over the scheme of the system construction and the system function.Our research is closely related to the practical work. We hope the research can provide the construction of other business analysis support systems with a beneficial lesson.