【摘要】：隨著移動互聯(lián)網(wǎng)的發(fā)展,對于運營商而言,在傳統(tǒng)的話音、短信以及一些增值業(yè)務(wù)所創(chuàng)造的價值日趨飽和的情況下,流量所創(chuàng)造的價值正日益凸顯。流量經(jīng)營就是引導(dǎo)用戶更多地使用流量,創(chuàng)造流量收益。然而,傳統(tǒng)經(jīng)營模式存在一些弊端,如渠道單一,盲目營銷等,導(dǎo)致用戶響應(yīng)率低。近幾年,各大運營商紛紛提出建設(shè)“智能管道”,實現(xiàn)精確營銷的目標。在流量經(jīng)營的過程中,運營商掌握著豐富的網(wǎng)絡(luò)資源以及大量的用戶數(shù)據(jù),這是運營商的優(yōu)勢,但并未得到充分利用。 本論文構(gòu)建移動互聯(lián)網(wǎng)流量經(jīng)營系統(tǒng),使用復(fù)雜網(wǎng)絡(luò)研究方法對移動用戶進行分析,發(fā)現(xiàn)用戶間“好友”關(guān)系,建立用戶之間的聯(lián)系;同時對用戶相關(guān)數(shù)據(jù)進行數(shù)據(jù)挖掘,發(fā)現(xiàn)有用的、未知的知識,以此為流量經(jīng)營活動提供客觀的指導(dǎo),提高營銷成功率。 從層次結(jié)構(gòu)上來說,系統(tǒng)主要分成三部分：數(shù)據(jù)服務(wù)層、應(yīng)用服務(wù)層以及客戶層。其中,數(shù)據(jù)服務(wù)層為系統(tǒng)提供數(shù)據(jù)的支持,包括用戶業(yè)務(wù)數(shù)據(jù)、CDR數(shù)據(jù)等,并對這些數(shù)據(jù)進行初步處理。應(yīng)用服務(wù)層負責系統(tǒng)功能的實現(xiàn),使用的方法主要有聚類方法、關(guān)聯(lián)規(guī)則分析以及分類方法等。該層對數(shù)據(jù)服務(wù)層提供的數(shù)據(jù)進行分析,并將結(jié)果提交至客戶層�？蛻魧迂撠熛到y(tǒng)功能、結(jié)果的呈現(xiàn),呈現(xiàn)形式為web方式,做到方便用戶查詢和使用。 從實現(xiàn)功能上來說,系統(tǒng)主要實現(xiàn)兩個功能：在對用戶行為進行分析的基礎(chǔ)上,建立業(yè)務(wù)的用戶間傳播機制；在對相關(guān)業(yè)務(wù)數(shù)據(jù)進行分析的基礎(chǔ)上,建立業(yè)務(wù)間關(guān)聯(lián)規(guī)則,發(fā)現(xiàn)目標業(yè)務(wù)的潛在用戶。在此功能基礎(chǔ)上,實現(xiàn)流量經(jīng)營的目的。
[Abstract]:With the development of mobile Internet, for operators, the value created by traffic is becoming increasingly prominent when the value created by traditional voice, short message and some value-added services is becoming more and more saturated. Flow management is to guide users to use more traffic, create traffic revenue. However, there are some disadvantages in the traditional business model, such as single channel, blind marketing and so on, which leads to low response rate. In recent years, the major operators have proposed the construction of "intelligent pipeline" to achieve the goal of accurate marketing. In the process of traffic management, operators have a wealth of network resources and a large amount of user data, which is the advantage of operators, but has not been fully utilized. This paper constructs the mobile Internet traffic management system, uses the complex network research method to carry on the analysis to the mobile user, discovers the user "friend" relation, establishes the user connection, simultaneously carries on the data mining to the user correlation data, Discover useful and unknown knowledge to provide objective guidance for traffic management activities and improve marketing success rate. In terms of hierarchy, the system is divided into three parts: data service layer, application service layer and client layer. Among them, the data service layer provides data support for the system, including user business data, CDR data and so on, and carries on the preliminary processing to these data. The application service layer is responsible for the realization of the system function. The main methods used are clustering, association rule analysis and classification. This layer analyzes the data provided by the data service layer and submits the results to the client layer. The client layer is responsible for the system function, the result is presented in the form of web, which is convenient for users to query and use. From the realization function, the system mainly realizes two functions: on the basis of analyzing the user behavior, establishing the communication mechanism between the users of the business, establishing the business association rules based on the analysis of the related business data. Identify potential users of the target business. On the basis of this function, the purpose of flow management is realized.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TP393.06;O157.5

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