Analysis And Design For Precision Marketing System Of Henan China Mobile Communications Corporation

As China Mobile customer's needs for mobile communications demonstrates more individualization and differentiation, traditional mass marketing mode could not meet business development. It is incapable of analyzing customer's needs by effective utilization of customer's moments for business contacts and incapable of promoting targeted marketing activities. With experience in marketing management and in marketing support, Henan China Mobile Communications Corporation has conducted a comprehensive study on group norms and market needs, having specified elements of marketing system which comprise centralized management, monitoring and marketing support system. In marketing system, the improvement of marketing capacity has been realized through centralized management and real time analysis of customer events, determination of marketing rules based on events and execution of marketing activities through marketing channels.Based on group norms and as per study on existing marketing management system, this dissertation targets at resolution for existing problems and at satisfaction for group norms and special needs in local market. It proposes building scheme for new marketing management system and deliberates on needs and design for the system. The main content of this study includes:1. Researches on design concepts, message bus, process management, memory database and other elements of application strategies for precision marketing system.2. Detailed analysis for needs based on present situation of existing marketing system, on requirements of group norms and characteristics of local marketing activity.3. Determination of building scheme based on needs analysis for precision marketing system.4. Design of precision marketing system based on the building scheme, with the main focus on design for technical solution, function and interface.5. Tracing system building and solving key problems herein.6. Tracing and studying the system operation and performance and proposing improvement measures after the study.