本文選題：營銷資源管理系統(tǒng)　切入點：工作流　出處：《東北石油大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著移動互聯(lián)網(wǎng)市場需求的逐漸擴大,移動運營商之間的市場營銷競爭日趨激烈,為了在競爭中占據(jù)市場的主導(dǎo)位置,各個移動運營商都加大了市場營銷的力度,改變傳統(tǒng)的營銷觀念,企業(yè)逐步從以產(chǎn)品為中心向以客戶需求為中心轉(zhuǎn)變,對客戶的需求分析、對營銷資源的精細化、個性化訂制、流程化管理顯得愈為重要。本文主要針對大慶移動號碼類資源和SIM卡類資源供需不均衡以及企業(yè)內(nèi)部資源管理流程不暢的問題開展研究,以期實現(xiàn)企業(yè)多種營銷資源的有效管理與整合。在營銷資源管理流程中引入工作流理念,設(shè)計了一個多層的基于WEB的資源管理系統(tǒng),主要實現(xiàn)了對營銷資源的入庫、審批、調(diào)配、出庫等功能,通過建立營銷資源調(diào)撥模型,合理運用多級隊列反饋算法,以滿足資源有效流入不同渠道網(wǎng)點庫中;同時將通過建立資源預(yù)警機制、設(shè)置閾值,保證各類渠道網(wǎng)點資源庫中資源分配及時有效、公平合理。除上述以外,輔以資源信息查詢、資源信息報表、資源生命周期管理等模塊,整合數(shù)據(jù)反饋至公司和用戶,達到動態(tài)監(jiān)控營銷資源應(yīng)對市場多變需求的目的。本系統(tǒng)采用多層的基于WEB的結(jié)構(gòu)設(shè)計,系統(tǒng)包含資源入庫、資源審批、資源調(diào)配、資源出庫、資源生命周期管理等模塊,將營銷資源管理流程按模塊分類處理,對大慶移動營銷資源實現(xiàn)了有效的管理,系統(tǒng)實現(xiàn)了良好的穩(wěn)定性和擴展性。
[Abstract]:With the gradual expansion of mobile Internet market demand, the marketing competition among mobile operators is becoming increasingly fierce. In order to occupy the dominant position in the market in the competition, all mobile operators have increased the intensity of marketing. Changing the traditional marketing concept, the enterprises gradually change from product-centered to customer-demand-centric, analyze the customer's demand, refine the marketing resources, and customize the marketing resources. Process management is becoming more and more important. This paper mainly focuses on the imbalance between supply and demand of Daqing mobile number resources and SIM card resources, as well as the unsmooth flow of resource management within enterprises. In order to realize the effective management and integration of various marketing resources in enterprises, this paper introduces the concept of workflow into the management process of marketing resources, and designs a multi-tier resource management system based on WEB, which mainly realizes the storage and approval of marketing resources. By establishing the marketing resource allocation model and using the multilevel queue feedback algorithm reasonably to satisfy the resource flowing into the different channel network storehouse effectively, at the same time, the threshold value will be set up through the establishment of resource warning mechanism. In addition to the above, the resource information inquiry, resource information report, resource life cycle management and other modules are added to integrate the data feedback to the company and users. The system adopts multi-layer structure design based on WEB. The system includes the modules of resource storage, resource approval, resource allocation, resource exit, resource life cycle management and so on. The process of marketing resource management is classified into modules, which realizes the effective management of Daqing mobile marketing resources, and the system achieves good stability and expansibility.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TP315;F626;F274
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本文編號：1589418