Analysis And Design For Marketing Healthiness Evaluation Subsystem In Business Analysis Support System

With the regrouping of china telecom operators, it brings fierce competition to them. In the great economy condition, the operator will manage its full telecom business, and the prevalence of mobile phone will also reach its limit. The telecom operation is confronting with a series of problems, such as newcomer but mendacious customers, high owe fee, the arbitrage channels, the agents raise SIM cards, SPS consume itself by using SIM cards, batch quantity operation is manipulated, the communication terminators are disassembled and sold. With these situations, CMCC has changed its stratagem, from rough marketing mode by selling cards in past years to precise marketing mode, from in pursuit of subscriber amount to high quality subscriber. In addition, we need a good way to control cost and reduce risk. Base on all kinds of reason by measure and precision, Hebei Mobile Phone Corporation decided to build a system to evaluate the healthiness of marketing management in real time. This will make up of the weakness of market analysis by separated reports in Business Analysis System, and will prevent the risk of arbitrage. The proposal of building comprehensive analysis subsystem of university market is put forward, and it becomes imminent demand for the decision-maker and the market departments.This article is base on the Business Analysis Support System of China Mobile Group Hebei Branch, its aim at many problems in marketing management. It gives a holistic thinking to build a evaluation system for marketing healthiness, from income, customer, data product, channel, SP and others subjects to build evaluating modules. It measures many business subjects by an uniform standard using factor analysis, it gives the checked points from many qualities such as business ability, customer quality, processing operation, stratagem advancing, and the actuality, evolution and future of managing quality. It evaluates business healthiness by using both entropy index and expert score with combined share. This article gives the system architecture and database modules design, and what's more it designed healthiness function modules and customer benefit views. Consequently, it builds a system to evaluate marketing business healthiness, to evaluate marketing management and to alarm those unhealthy marketing action.After half of a year application promoting and spreading,it deepened marketing managing work in decision-maker rank, controlled the development of the market, distinguished fake,overmuch, unhealthy marketing actions from those goodness, improved fine managing ways greatly,and promoted marketing developing rapidly with high quality.