Design And Implementation Of Marketing Services Support System In The Telecommunications Industry

As the coming epoch of 3G, the business types of telecom industry has become more numerous and more complex and the demands for mobile communication of customer is also becoming more individual and more different. How to keep abreast of customer needs, to hold customer information, such as consumption behavior changes, to control the trend of market, and then to make a decision as soon as possible is the key point of survival and development for a corporation. The fall of profit made many corporations have to change their style of marketing service, from product-centric marketing service to customer-centric marketing service. Customer-centric of Management-decision needs fast and mensurable analysis as much as possible but not the speciosity analysis. With the maturity of database technology, the wide application of data warehouse, data mart and OLAP technology maked this change possible. Which according to the actual situation, used .NET environment as the system's development platform, RBAC model as rights management mechanism, and data mart as its theoretical basis, the thesis designed and relized the system to get higher level's capability of data analysis.The thesis analyzed the related theories and technologies applied in the system, then according to the specific implementation process of data mart and Three-tier structure providing by .NET framework, it designed software model which contained four layers, such as presentation Layer, business Layer, data Layer and access layer. Combined with the advantages and disadvantages of various data models, data mart applied two models: star schema and snow schema. In this issue, the decision-making analysis which is mainly data-oriented concerned two applications of data mart in the system: common applications for business and report application for technology, in other words, they are the assistant marketing services and the custom reports function model. These two modules are business innovation of the enterprise. Through the establishment of business rules, customer analysis could be personalized and flexibility, at the same time, custom report model could be automated, real-time and controlled by designing a model based on data source. The thesis tested the system's function, security performance and appliacion in enterprise. The results showed that the data generated by market data is completed and correct. On this basis, the system not only complied with the design objectives from functional modules to reach the practical requirements of the enterprise, but also meet day-to-day business requirements in terms of performance. At last, it summarized the whole content, system shortage and makes an expectation on the development of the system in the future.