發(fā)布時(shí)間：2018-02-20 20:01

  本文關(guān)鍵詞： 移動(dòng)增值業(yè)務(wù)營(yíng)銷(xiāo) 營(yíng)銷(xiāo)活動(dòng) ACT 數(shù)據(jù)分析　出處：《電子科技大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著移動(dòng)通信的發(fā)展,移動(dòng)增值業(yè)務(wù)開(kāi)始興起。其產(chǎn)業(yè)鏈日趨完善,分工越來(lái)越細(xì);移動(dòng)增值業(yè)務(wù)對(duì)網(wǎng)絡(luò)通信技術(shù)、個(gè)性化、交互性和適應(yīng)性的要求不斷提高;各種計(jì)算機(jī)技術(shù)和通信技術(shù)的不斷創(chuàng)新和日趨成熟為移動(dòng)增值業(yè)務(wù)提供了可靠的保證。移動(dòng)增值業(yè)務(wù)就是在移動(dòng)通信網(wǎng)上開(kāi)發(fā)運(yùn)行除了語(yǔ)音等基本業(yè)務(wù)以外的服務(wù)類(lèi)型,其定義是:利用移動(dòng)通信網(wǎng)絡(luò)向個(gè)人或企業(yè)組織提供的增值業(yè)務(wù),主要包括移動(dòng)短信、彩信、手機(jī)游戲、手機(jī)閱讀、手機(jī)助手,手機(jī)游戲、手機(jī)視頻等等。移動(dòng)數(shù)據(jù)業(yè)務(wù)的發(fā)展,不僅促進(jìn)了人們的溝通,也為一些SP帶來(lái)了可觀的收入,調(diào)查顯示,國(guó)內(nèi)一些知名門(mén)戶(hù)網(wǎng)站的收入中,移動(dòng)數(shù)據(jù)業(yè)務(wù)的收入已經(jīng)超過(guò)了其總收的1/3。而移動(dòng)增值業(yè)務(wù)的發(fā)展,使得營(yíng)銷(xiāo)尤其重要。本文主要討論在移動(dòng)增值業(yè)務(wù)平臺(tái),如何建立營(yíng)銷(xiāo)系統(tǒng),考慮增值業(yè)務(wù)產(chǎn)品生命周期的不同發(fā)展階段,推進(jìn)精細(xì)化營(yíng)銷(xiāo),引導(dǎo)客戶(hù)逐步由認(rèn)可向活躍階段發(fā)展,帶來(lái)穩(wěn)定收入是數(shù)據(jù)業(yè)務(wù)營(yíng)銷(xiāo)能力建設(shè)的一個(gè)方向。同時(shí),如何應(yīng)對(duì)市場(chǎng)不斷變化的競(jìng)爭(zhēng)形勢(shì),滿(mǎn)足不同客戶(hù)群體不斷增長(zhǎng)的需求,也給增值業(yè)務(wù)營(yíng)銷(xiāo)能力建設(shè)提出了快速響應(yīng)的要求。為繼續(xù)發(fā)揮增值業(yè)務(wù)的先發(fā)優(yōu)勢(shì),提升主要增值業(yè)務(wù)的普及率及使用量,以便優(yōu)質(zhì)、高效地推進(jìn)增值業(yè)務(wù)的發(fā)展。本系統(tǒng)在開(kāi)發(fā)時(shí),研究公司的營(yíng)銷(xiāo)活動(dòng)怎樣從系統(tǒng)里抽取底層數(shù)據(jù),進(jìn)行數(shù)據(jù)清洗,按照規(guī)則形成目標(biāo)客戶(hù)群,生成營(yíng)銷(xiāo)活動(dòng)的數(shù)據(jù)分析與方案設(shè)計(jì)、線上營(yíng)銷(xiāo)的數(shù)據(jù)分析與方案設(shè)計(jì)、業(yè)務(wù)的監(jiān)控、渠道營(yíng)銷(xiāo)的數(shù)據(jù)分析等方案總結(jié)做出了詳細(xì)的需求分析。根據(jù)其特點(diǎn)選擇合適的開(kāi)發(fā)平臺(tái)和技術(shù),實(shí)現(xiàn)系統(tǒng)的功能。系統(tǒng)的數(shù)據(jù)將會(huì)為移動(dòng)增值業(yè)務(wù)的營(yíng)銷(xiāo)做出巨大的貢獻(xiàn)。本系統(tǒng)上線后,提高了營(yíng)銷(xiāo)活動(dòng)投資回報(bào)率和業(yè)務(wù)訂購(gòu)量,為四川移動(dòng)的領(lǐng)導(dǎo)以及相關(guān)的業(yè)務(wù)人員在做營(yíng)銷(xiāo)活動(dòng)時(shí)的工作做出了大力的支撐。在促進(jìn)增值業(yè)務(wù)銷(xiāo)售以及訂購(gòu)的同時(shí),還提高了公司的信息化程度,本系統(tǒng)的出現(xiàn)和普及,對(duì)未來(lái)電信行業(yè)的發(fā)展有著重要且特殊的意義,并且在日益發(fā)展的信息化時(shí)代有著更加廣闊的前景。
[Abstract]:With the development of mobile communication, the mobile value-added service begins to rise, and its industrial chain is becoming more and more perfect, and the division of labor is becoming more and more detailed, and the requirements of mobile value-added services for network communication technology, individualization, interactivity and adaptability are constantly raised. The continuous innovation and maturity of various computer and communication technologies provide a reliable guarantee for the mobile value-added service. Mobile value-added service is to develop and run the service types other than the basic services such as voice on the mobile communication network. Its definition is: using mobile communication network to provide value-added services to individuals or business organizations, mainly including mobile SMS, MMS, mobile games, mobile reading, mobile assistant, mobile games, Mobile video and so on. The development of mobile data service not only promotes communication among people, but also brings considerable income to some SP. The revenue of mobile data service has exceeded one third of its total revenue. The development of mobile value-added service makes marketing especially important. This paper mainly discusses how to establish marketing system on mobile value-added service platform. Considering the different development stages of the life cycle of value-added business products, promoting refined marketing, guiding customers to develop from recognition to active stage, bringing steady income is a direction of data business marketing capacity building. How to cope with the changing competition situation in the market and meet the increasing demand of different customer groups, and also put forward the requirement of quick response to the building of value-added business marketing ability, in order to continue to give play to the advantages of value-added business, To improve the popularity and usage of major value-added services in order to promote the development of value-added services with high quality and efficiency. When the system is developed, it studies how the marketing activities of the company extract the underlying data from the system and carry out data cleaning. According to the rules to form a target customer group, generate marketing activities data analysis and scheme design, online marketing data analysis and scheme design, business monitoring, The data analysis of channel marketing and other schemes summarized the detailed demand analysis. According to its characteristics, select the appropriate development platform and technology, Realize the function of the system. The data of the system will make a great contribution to the marketing of mobile value-added service. It has made great support for the leadership of Sichuan Mobile and related business personnel in the work of marketing activities. While promoting value-added business sales and ordering, it has also improved the degree of informatization of the company, the emergence and popularization of this system. It has important and special significance for the future development of telecommunication industry, and has a broader prospect in the increasingly developing information age.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：TP311.52

【共引文獻(xiàn)】

相關(guān)期刊論文 前4條

1 楊志芳;;增值業(yè)務(wù)自動(dòng)撥測(cè)系統(tǒng)建設(shè)方案探討[J];廣西通信技術(shù);2014年03期

2 顏慧敏;;基于ArcGIS平臺(tái)的川西氣田GIS系統(tǒng)建設(shè)[J];計(jì)算機(jī)與信息技術(shù);2009年03期

3 李海英;;電信增值合作業(yè)務(wù)結(jié)算初探[J];信息技術(shù)與信息化;2014年05期

4 馮春輝;郭寶恩;;數(shù)據(jù)庫(kù)課程體系的改革與實(shí)踐[J];邢臺(tái)學(xué)院學(xué)報(bào);2008年04期

，

本文編號(hào)：1519906