The Design And Implementation Of Post Express Marketing System Based On Business Intelligence

With the development of the Internet, the global communication technology hasbecome more and more mature; people can make use of the Internet go shopping, sendand receive E-mail, fax, etc. Of course, the traditional letter contact also slowly fade outpeople’s perspective, the following is post bank and post the logistics of postal on theimportance of development. China’s postal enterprise after hundreds of years ofdevelopment, and gradually formed a postal savings, Courier logistics, business mail,newspapers, to wait for kinds of business.Due to the construction of the marketing system by management ideas andtechnology level before the limit, the design concept, system structure and the choice ofdata structures are all difficult to solve the defects. For example: the customerinformation management is not standard, information lag and transmission distortion,data sources is not uniform, internal foreword competition, market reaction mechanismis not sound, information system is not perfect auxiliary decision functions, etc.In this thesis, take the construction of Direct Mail Marketing system of SichuanPanzhihua postal as an example, we build a Business Express Marketing system whichcombined postal name&address system and postal business systems under the guide ofbusiness intelligence technology. With the guidance of standardized managementthinking of the whole post office, various platforms which stayed in a relative the"islands of information” and the business mail marketing data and related informationwhich sprang in various systems were integrated into data warehouse environment,which will enable a variety of operational information to become managementdecision-making information. At the same time, by employing the core technologies ofbusiness intelligence (data mining and online analytical processing) for analysis andresearch, we designed the specific implementation business letter postal marketingsystem, With the use of the data in Direct Mail marketing intelligent System andcombination of these intelligent algorithm, given a specific application examples DirectMail marketing decisions, which will have a certain significance in the Direct Mailmarketing of Panzhihua postal office. And this subject is the purpose of modern marketing theory as the guide,combining the customer relationship management thought, the use of businessintelligence related to construct the postal business letter technology marketing system,as auxiliary postal business marketing decision letter provide the scientific basis.