Designment And Achievement Of The GPRS Set Menu Precision Marketing System Based On Data Warehouse

With the development of Mobile Internet and3G Services, the competition amongthe three carriers business is heating up. In the market of Value-added Services, there isgrowing fierce competition. It’s high time that the operators shifted from traditional MassMarketing into Precision Marketing and establish the system of Precision Marketing tosupport the operation of GPRS Set Menu, using the data warehouse. growing fiercecompetition.This research have designed and developed a Precise Marketing system used for thedeep operation of Hebei Mobile GPRS service. The system enables the marketing staff todo the precise target siftings, and send it to the production system to go on therecommending of the business, enhancing the front line marketing efficiency andmarketing success rate. This paper has achieved the shift from Mass Marketing toPrecision Markting, using the technology integration of J2EE and ETL. First, the paperintroduces the background of precise marketing, the development condition, and has adeep study of the data warehouse technology. The paper gives a detailed demandinganalysis to the GPRS Set Menu precision marketing, especially giving detaileddesignment to the database, module and interface and detailed description about thefulfillment of the system. In the term of system realization, Considering the graduallyexpanded application of precision marketing and the gradually enriched businessdemanding, the system adopts the J2EE standard B/S three layer system framework.Secondly, the paper gives a designment of the marketing management module. Its corefunction is to construct the four link closed-loop management process in market analysis,marketing planning, marketing executive, evaluation. The system gets the result of deepportrayal of client characteristics, precise target customer, enchancing the GPRSpackage marketing success rate, through the method of customer clustering.In the thesis, the author proposed what have been done in the system developmentand the inadequacies of the system. At the same time, the author also pointed out thescalability and maintainability of the system in the future.